Brafton: Integrated marketing – The way to the Millennial man’s wallet

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Integrated marketing – The way to the Millennial man's wallet Sep 24th 2013, 15:30, by Lauren Kaye More than half of Americans are smartphone owners and at least one-third have tablets, but a new study from eMarketer finds Millennial males, in particular, are digitally inclined. Marketers must begin building relationships with this core consumer group if they haven't already because Millennials are quickly becoming the largest cross-section of U.S. buyers are. They're also developing a taste for the convenience of ecommerce. The report found the key demographic of men between the ages of 18 and 34 are active across channels and turn to online content when it's time to buy. More than 91 percent consider themselves internet users, 78 percent are on social networks, 70 percent have smartphones and nearly 50 percent own tablets. Millennial males are certainly digital technology adopters, but they are also opportunists in the way they use new devices to make daily tasks easier. Around 40 percent of men in this age group say they would ideally do all of their purchasing online (presumably to save the trip to physical stores and the time spent browsing products in person). Alternately, just one-third of females in the same age group would like to complete all of their transactions on the web. 40 percent of men in this age group say they would ideally do all of their purchasing online. This data affirms that online shopping is not to be seen as a flash in the pan. Brands that provide their customers easy ways to discover and purchase products will benefit from this trend, while dissenters will fall behind. Brafton previously reported that B2C companies with robust online presences are pushing ahead already. During the first half of 2013, companies included in a MarketLive Performance Index report saw organic search traffic increase 31 percent, conversions rise 1.9 percent and revenue grow 14.8 percent. We face a future where empowered customers can find products, research prices and read reviews at the touch of a button. Brands must actively create custom content that streamlines the sales process will win over tech-savvy customers who crave painless buying experiences. Media files: mobile-seo-for-conversions.jpg (image/jpeg, 0.6 MB)

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Brafton: Mobile search – A blessing or curse for marketers?

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Mobile search – A blessing or curse for marketers? Sep 24th 2013, 13:30, by Lauren Kaye The mobile takeover is upon us and marketers must move quickly in developing better SEO strategies that keep their digital content at the top of smartphone SERPs. According to a recent Pew Internet & American Life Project report, twice as many American adults access the internet on their cell phones now compared with data from 2009. Marketers who thought it was tough to rank for targeted keywords above the fold in desktop search results need to dig in their heels, as mobile queries show fewer organic results on small screens and prioritize local domains. According to the Pew report, approximately 63 percent of people with mobile devices use the technology to access the internet and 34 percent of these users say they do most of their web surfing on phones. Overall, 21 percent of adult Americans say phones are their primary access point to the web. "For many, such as younger adults or lower-income Americans, cell phones are often a primary device for accessing online content - a development that has particular relevance to companies and organizations seeking to reach these groups," said Pew Research Center's Senior Researcher Aaron Smith. It's true that brands must compete for limited SERP real estate as the mobile revolution takes root, but the challenges they face shouldn't outshine opportunities they gain. Consumers armed with smartphones and tablets are often considered 'always-on, just an arm's reach from the web at any time. Essentially, this demographic is a marketer's dream because members consistently consume brand content and many welcome the steady influx of updates. Around 78 percent of tablet owners also have laptop computers, 71 percent have desktops and 70 percent use smartphones. A Harris Interactive Poll finds there are multiple channels through which brands can reach their target audiences. Consumers now use a plethora of technology to stay connected with their friends, family and favorite brands. Around 78 percent of tablet owners also have laptop computers, 71 percent have desktops, 70 percent use smartphones, 55 percent own video game consoles and 23 percent have smart TVs. Brands that deliver custom content across these platforms have numerous chances to catch prospects' eyes. Media files: Mobile-SEO.jpg (image/jpeg, 0.5 MB)

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Brafton: Do restaurants serve social marketing on the wrong networks?

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Do restaurants serve social marketing on the wrong networks? Sep 23rd 2013, 18:17, by Lauren Kaye Although restaurants primarily sell their products and services offline, they are quickly realizing the vast potential of bringing their marketing efforts to the web. According to The Hospitality Technology's second annual Customer Engagement Technology Study, 89 percent of restaurants use social media marketing to engage customers and prospects. While a leap into digital marketing is a move in the right direction, it's just as important for restaurants to be investing in the right networks. Biggest networks not always best for content ROI Facebook is the social media network of choice for food service companies, as 94 percent use this site. Twitter is the second favorite used by 77 percent of surveyed restaurants. As two of the most popular social sites, it makes sense on the surface that companies invest in these channels if for no other reason than because they will reach the widest audiences. However, the data shows that by dedicating resources to these platforms, the food service industry might be skipping over channels that will provide more meaningful engagement. Restaurants need sites that serve local results Just 53 percent of restaurants are on Yelp, 42 percent use Foursquare and only 39 percent participate on Urban Spoon and Google Places.  The problem? These networks have built in features that can be leveraged to achieve restaurant marketers' goal of getting patrons into physical locations. Foursquare, Urban Spoon and Yelp all help local businesses connect with on-the-go patrons looking for places to grab beers or a bite. Ignoring these networks means brands won't surface when consumers conduct searches on their mobile devices and making purchase decisions. 85 percent of consumers look up businesses' data online and 93 percent act on the information they find. Brafton previously reported that 85 percent of consumers look up businesses' data online and 93 percent act on the information they find, whether that entails visiting a company's website, calling its phone number, going to a physical location or conducting a transaction. Consider your audience behavior as a marketing rudder It's important for marketers to consider where their target audiences are active, but also how prospects use those pages. In the food service industry, which has a short sales cycle, it might be more effective to build strong presences on sites where consumers go for information to guide immediate conversions. Media files: Restaurants-serve-social-media-content.jpg (image/jpeg, 0.5 MB)

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Brafton: Most outsourced content? Videos and graphics [stats]

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Most outsourced content? Videos and graphics [stats] Sep 23rd 2013, 15:15, by Lauren Kaye It's becoming clear the content marketing landscape has taken a turn for the visual. Consumers are watching upwards of 46 billion videos online and they respond best to social content that features photos. Marketers understand a picture is worth a thousand words, but they apparently don't know how to create the visuals that drive content ROI. A survey of B2B marketing professionals on LinkedIn revealed that videos are the most outsourced type of content on the web. More than 30 percent hire external teams to execute their video marketing efforts. Infographics weren't far behind. Over 26 percent of surveyed marketers outsource their infographic content to professional designers. Outsourcing seems an obvious choice for companies that lack in-house designers and more marketers may be looking for external designers and video producers, soon. According to the Content Marketing Institute, 70 percent of B2Bs already include videos in their campaigns and 38 percent use infographics. When outsourcing content, it's important to focus on comprehensive marketing strategies - not just graphic or video production. This was the focus of Brafton's recent webinar - Video Production vs. Video Marketing - and it's important for brands to keep in mind to maximize their ROI on visual content. Not only do visual content types garner more clicks and engagement (47 percent more) than standalone text, but they also have longer shelf lives. Brafton previously reported that viewers continue to discover and watch online videos three months after initial publication. On the other hand, Wise Metrics data found Facebook posts reach 50 percent of their total audiences in 30 minutes and 75 percent all impressions occur before updates have been live for three hours. Media files: visual-content-is-often-outsourced.jpg (image/jpeg, 0.7 MB)

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Brafton: Why mobile is the next SEOpportunity

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Why mobile is the next SEOpportunity Sep 23rd 2013, 13:50, by Lauren Kaye Hi! Lauren Kaye here with this week's Content & Coffee with Brafton. Today, I want to share some important updates about the coming mobile revolution. Click play to watch the full video, or read on below.  [sublimevideo poster="http://cdn3.brafton.com/wp-content/uploads/2013/09/CC-Sept.-23.png" src2="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/mp4/714-2.mp4" src3=" http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/mp4/714-2.mp4" src5="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/custom/ogg/714-3.ogg" width="" height=""]   Sure, you have a smartphone - so does 56 percent of the adult American population. And if you were an early adopter, this might not seem like ground-breaking news. But there is a fundamental shift taking place in the way people find and consume web content, fueled by consumers' growing smartphone obsession. We're reaching a tipping point where more internet searches happen on smartphones and tablets than desktop computers. The Pew Internet & American Life Project recently published a report that found 63 percent of adults use their smartphones to go online. More importantly, 21 percent of American adults say phones are their primary access points to the 'net. This means marketers without solid mobile sites and SEO strategies are alienating one-fifth of potential prospects. And the percentage of people doing the bulk of internet browsing on mobile devices is climbing faster than you might expect, according to Google's own Matt Cutts. Brafton recently attended SES San Francisco, where the esteemed Search Engineer said mobile page speed might soon be a ranking signal. Unlike the 10 results seen by desktop internet searchers, smartphone owners see just a handful of domains in SERPs - making these top spots even more important. If you want your brand content to display on smaller screens, you must dominate for targeted keywords, make sure mobile pages are lightning fast and, of course, create high-quality relevant content that gives visitors the answers they need. Catch you next week, and happy content marketing! Media files: CC-Sept.-23.png (image/png, 0.3 MB)

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Brafton: Did video really did kill the radio star? A look into the visual content takeover

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Did video really did kill the radio star? A look into the visual content takeover Sep 22nd 2013, 16:15, by Gina Tempesta Everyone knows the Buggles song "Video Killed the Radio Star." Ok, well maybe not everyone knows the entire song, but everyone has at least heard the reference at one point. That title was the first video that was ever played on MTV - August 1, 1981 - to be exact. The funny thing is that there was a notion the launch of this new video format would indeed kill the radio star, that music lovers everywhere would suddenly stop listening to their favorite radio stations and turn to MTV and the hundreds of other video music stations that were expected to pop up  It was just around this time that I actually decided to begin a radio career. And because I always saw MTV as an extension of radio, a way to enhance your imagination, and bring a song to life, I never felt threatened by this new, cutting-edge medium. Radio was just something I never thought the public would grow tired of. Fast forward some - well let's just say many - years. After what some people may consider a fairly successful career as a radio news announcer and reporter, I find myself working in…wait for it...video.  Turning the dial  The switch didn't just happen overnight for me. It was a slow, subtle feeling that things were changing in the radio world. I watched my friends lose their radio gigs as large corporations swallowed up smaller stations, programs falling short as directors knew they needed to drive traffic to their websites and just an overall sense that radio was losing listenership in general. Plus, I wanted to hone my writing skills. That's how I found myself at Brafton, working for the past few years as an industry writer before finally transitioning into my current position as a Video Production Associate. Now I feel almost as if I have come full circle, writing for broadcast again, but this time developing web scripts and getting to utilize my vocal chops for voice overs on our growing video marketing department. And growing we are...as more companies discover the power of the moving image when it comes to engaging their customers. Video becomes interactive One of the first things I noticed when I joined the video department was the number of clients who said people on their websites "don't like to read." Now THAT'S a funny concept, considering they have clicked onto a company's website in the first place. But more and more people are yearning for an interactive experience - one that will pull viewers in and enhance their overall web experience. Breathes life into content Another interesting thing I have noticed is that a good deal of our clients are tech companies. Long considered cold and unrelatable, these guys are really starting to understand the value of video when it comes to explaining their products on a more human level. Not to mention the instant gratification a video can bring, helping a potential consumer understand what a company does and how it does it through promotionals, testimonials, how-tos, demonstrations, video blogs and tutorials. Companies are really starting to understand the value of video when it comes to explaining their products on a more human level. And the numbers back it up! Clients are seeing the ROI video can produce. An Ask Your Target Market poll found that more than half of respondents said online exposure to relevant video has a direct impact on their purchase decisions and video marketing campaigns have been known to improve purchase intent by as much as a whopping 85 percent. Brafton's clients are seeing equally positive results. After implementing a comprehensive video strategy, one company's website saw unique Pageviews increase more than 300 percent quarter over quarter. The video content also kept visitors on its landing pages longer, increasing the average time on site over 30 percent.   Video is still the next big thing With more people online, it only makes sense that companies want to use video to capture viewers' attention. Indeed, people of all ages are watching videos online -and they are watching a lot. According to comScore, online video viewership reached an all-time high last year - with 188 million Americans watching some type of video content on the web. And now, YouTube is the second most searched website on the internet, meaning the public's thirst for visual engagement doesn't appear to be waning.  And so you see, video didn't really kill the radio star, well, not this one anyway. But it has helped me find my second career and repurpose my skills, in a new and exciting way I never could have dreamed possible all those years ago. Media files: shutterstock_94778881.jpg (image/jpeg, 0.3 MB)

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Brafton: Best-in-class SEO strategies are rooted in analytics [study]

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Best-in-class SEO strategies are rooted in analytics [study] Sep 20th 2013, 19:12, by Lauren Kaye There may be no silver bullets to SEO domination, but a Conductor study finds in-depth reporting and evangelism are actually at the heart of best-in-class campaigns. Deep assessment of content analytics was a characteristic found in businesses with top-notch search engine marketing practices, the study found. On the other hand, companies seeing less impressive results were three times as likely to be scratching the surface of performance benchmarks. Those considered to be best-in-class agree that "reporting early and often in my and my company's best interest," and that "there is insight hidden in the data if I look at it from different angles such as by keyword segment." On the other hand, companies in the laggard category tend to think that "frequency of reporting is not that critical" and "one-size fits all reporting works fine." In addition to being results-driven, top performers also invest wholeheartedly in their SEO practices. Around 63 percent of best-in-class companies said evangelism was highly critical to their success dominating SERPs. Evangelism means there is dedication to the strategy and cross-company support to fuel goals. A lack of zeal seems to be keeping other businesses from achieving their goals. Less than 30 percent of laggards give evangelism high priority. Together, these findings suggest there is no 'secret' to scoring top SERP positions. Marketers cannot apply basic SEO principles to their content creation process and expect to rise to the top of search rankings. Those prime spots are reserved for companies that have created sophisticated strategies and seek out granular content analytics that can further shape their efforts for greater success. Media files: shutterstock_1266958731.jpg (image/jpeg, 0.4 MB)

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