Marketing With Online Video? If Not, You’re Behind the Curve

In supporting our digital marketing clients, AccuList USA has seen rapid growth in online video use, and a recent Forbes magazine article by John Hall, CEO of Influence & Co., cited video as one of six essential trends to include in 2018’s digital marketing budget. Why? Researchers forecast that by 2020 online video will account for 80% of all consumer internet traffic. Already over 500 million people are watching video on Facebook every day. If you want a crack at that audience, you’ll need to join the video world.

Low-Cost Video Ads Boost Engagement and Sales

Video ads are not just good at promoting brand awareness and engagement; they deliver sales. Video creation service Animoto’s most recent survey of 1,000 consumers and 500 marketers reinforces online video’s clout: 64% of consumers say they purchase after watching branded social videos. No wonder more businesses are jumping on the video ad bandwagon and investing in paid/sponsored video as well as paying to “socialize” or promote videos. Helping the video boom is the relatively low production cost; in fact, 92% of marketers told Animoto they make videos with assets they already have. Meanwhile, a nationwide pricing survey of videographers and photographers found that the average small business marketing video cost less than $1,000 in 2015 and a medium-sized product demo video was around $2,000.  Cost is not a barrier; coming up with engaging, targeted content is the challenge.

Marketers Focus on Multiple Platforms, Mobile Viewing

So what platform will best deliver the target audience? Animoto’s survey shows where consumers engage with branded videos daily: 49% on Facebook, 32% on YouTube, 24% on Instagram, 22% on Snapchat, and 22% on Twitter. Most brands hedge their bets by using multiple platforms, paying to capture eyes on YouTube and Facebook, for example. The more important goal, regardless of platform, is to optimize for mobile viewing since 84% of online video viewers watch on mobile devices–which is why 81% of marketers are optimizing their social videos for mobile viewership, per Animoto. Timing counts, too. Animoto’s survey found 33% of video consumers watch during the lunch hour, 43% during the afternoon, 56% during the evening, 38% before bed, and 16% in the middle of the night.

Square, Live and Soundless Creatives Gain Traction

Square video, as opposed to horizontal video, is growing in popularity, with 39% of surveyed marketers creating square and/or vertical videos now. Why? Square videos take up 78% more space in the Facebook News Feed, and get more engagement, than horizontal videos, according to Animoto. Live streaming video is also growing in popularity. According to IT/networking giant Cisco, live Internet video will account for 13% of  total online video traffic by 2020. But before you spend time and dollars crafting a great video sound track, note that video editing software firm Camtasia reports that 85% of Facebook videos are watched without sound.

For a summary of Animoto’s social video marketing findings, go to https://animoto.com/blog/business/state-of-social-video-marketing-infographic/

 

Data & Content Are Keys to Profitable Audience Building

After long experience supporting publishers and media owners in circulation/audience growth, AccuList USA can affirm that, in the age of big data and exploding digital content, targeted data quality and database management are more essential than ever to profitable audience development.

It’s All in the Data

A recent Marketo blog post backs up that assertion with their advice. Demographics and firmographics are a key starting point, but now media owners also can mine transactional data, behavioral data, and psychographics/interests across channels, the post notes. Smart use of first-, second- and third-party data allows for tailored content, offers and channel targeting. As the Marketo article explains, “For example, you may know that a reader is a part of a cohort that is female, between 18-35 years old, with a household income between $64-96K….But what could you do–in terms of engagement–if you learn through her content consumption patterns that she’s interested in football, responds to sponsored content from travel brands, and mostly responds to content that’s shared on Facebook?”

And Data Management

Yet more data from multiple sources–web, print, mail, e-mail, social media–also presents challenges, and Marketo cites Folio’s recent survey of publishing leaders, which found 71% citing data management as a top priority for creating and monetizing media products. The solution is a single hub for audience data and automated cross-channel processing in real-time, the post advises. With a complete data profile of the audience, the focus can turn to delivering the right message at the right time to the right target. And we would add that an effective database will require strategies and support for data hygiene, database appending, analytics, and segmentation as well as automated triggering of messages across channels. Automation doesn’t apply only to digital messaging, by the way; marketers can capitalize on direct mail’s top response and brand engagement with automated mail triggering based on digital activity.

Commitment to Content

In publication/media marketing even more than other brand marketing, content counts. Faced with ever-growing digital content noise, media owners must work even harder to deliver content that interests and engages the target audience. To that end, a helpful Content Marketing Institute article by Neil Patel recently listed four common mistakes. No. 1 is offering content of more interest to the brand/publisher (and its advertisers/partners) than to the audience. Only audience-centric content builds audience. No. 2 is to focus only on selling in marketing messages, especially if poorly targeted. The long-term value of authenticity and relationship building suffers when the sales pitch is obvious and not personalized. No. 3 is an SEO addiction to the point of stuffing keyword phrases and irrelevant links into content, which can turn off and confuse readers and even earn search engine penalties. And No. 4 is an obsession with content quantity over quality. Simply delivering more content more often than competitors, especially if it is unwanted, sloppy and self-serving, is likely to turn off audiences. For good content marketing examples, go to Patel’s content marketing article.

Creating Powerful Synergy With Paid, Owned & Earned Media

When budgets are tight, it’s tempting to focus on earned and owned media over paid media promotion. But marketers need to know the growth penalty of that strategy. Brands that use paid media typically grow three times faster than those that rely on owned and earned media alone, according to recent international research from the Institute of Practitioners in Advertising (IPA), as reported by The Drum.

Synergy From Paid, Owned & Earned Media

At the same time, paid media is more effective when coupled with earned and owned media. IPA research shows that owned media, which includes brand websites, blogs and social media sites, typically increases the effectiveness of a paid ad campaign by 13%. Meanwhile,  earned media, which includes online mentions, shares, re-posts and reviews, increases the effectiveness of a paid campaign by a larger 26%.

The Emotional Power of Video

The IPA examination of media marketing further finds that emotion is a vital ingredient to success, and that television advertising continues to be the most powerful in delivering emotional engagement. Researchers report that adding television advertising increases a promotional campaign’s effectiveness by 40% and is also the best for generating  the top-line growth that drives profit, with a 2.6% average market share point gained per year when using television advertising. The growing use of video-on-demand and online video has turbocharged video impact: IPA’s research shows a 54% increase in the average number of “very large” business effects from adding television and online video together, versus 32% for television only and 25% for online video only.

Finding the Golden 60:40 Balance

When it comes to the optimal combination of paid, earned and owned media, and the best balance of brand-building vs. targeted sales ads, IPA results show that the most profitable campaigns have a 60:40 ratio of long-term brand-building (broad reach, highly emotive) to short-term sales activation (tightly targeted and information rich). For help with media strategy tailored to your budget and market, don’t hesitate to call on AccuList USA’s multi-channel marketing expertise, from social engagement and online ads to e-mail and pay-for-performance TV. And for more on IPA research, see http://www.thedrum.com/news/2016/10/31/brands-use-paid-media-grow-three-times-faster-those-just-rely-earned-and-owned-finds