IAB Video State of the Industry

Join the IAB on 24 Oct in Melbourne for the IAB Video State of the Industry event, where they will reveal the results from the second Video State of the Industry Survey, in association with Adap.tv. IAB has canvassed the experiences and opinions of leading media and marketing executives in the Australian market to help understand the current market and future trends of one of the fastest growing mediums – video. Results will cover topics such as growth projections, cross platform buying, changes to yield and adoption of mobile video. We will also be comparing the Australian results to other key markets such as US and...

Exploiting Video in Your Content Strategy

It is widely accepted that video can work as a strategic marketing and sales tool by improving conversion rates, increasing user engagement and providing an opportunity for user-generated content. At this event we will consider the role of video and how organisations are leveraging the opportunities that video provides. Speakers will discuss how to best use relevant videos and what you can do to achieve a balance between production quality and cost. Speakers include: James Johnson, Group Digital Manager, Michael Hill Douglas Nicol, Partner, The Works Mark Blair, Vice President Australia & New Zealand, Brightcove Farhad Meher-Homji, Founder at Changer...
Problogger: The Web Video Strategy For Bloggers – David Jenyns

Problogger: The Web Video Strategy For Bloggers – David Jenyns

David Jenyns is the complete entrepreneur. He is the founder of Melbourne SEO Services and Melbourne Video Productions and enjoys speaking at various events and workshops. Jenyns presented at Problogger 2014 on how to create a web video strategy for your blog. If you missed it we’ve got a round up of some of the key points covered below. Jenyns has had a lot of success in his career and he puts that down to video. Most people don’t do video, so there’s an opportunity. Web video is still in it’s infancy, so Jenyns urges the audience to get in now. He states that in 2018 they predict around three quarters of information online will be video. How Video Can Be The Core Component of Your Strategy Firstly, Jenyns notes that it’s important to build a subscriber database. The secret to this is YouTube. He freely admits that he is biased but he recommends considering video as your first approach and then you can use it to fuel your other channels. What You Will Need To Be Able To Make Your Own Video Camera (iPhone or Digital SLR) Audio (RØDE smartLav for iPhone) Tripod Lights (behind the camera person) So for under $2k you can have all that it takes to create high quality video content. Jenyns also recommended checking out the app Teleprompt. He also doesn’t recommend editing videos, other than to have an introduction with a logo in the lower third of the screen and then a call to action at the outro. You can get this done on Fiverr or even Splashio. Image courtesy of ProbloggerEvents.com YouTube Made...

Why Videos Go Viral

Whether you’re a budding music artist or someone looking for a little brand recognition, YouTube is a quick and cheap method of getting something out there. However, just because the barrier to entry is low doesn’t mean you’re guaranteed a hit. There are over 48 hours of video being added to YouTube every single hour. Only a tiny percentage of these ever get close to going viral. So how do you set yourself apart? Is there a way of getting anyone other than your mum and the next-door neighbour to check out your creation? Tastemakers: Worthy of an Introduction? Your video could be a hands-down home run: engaging, funny, with a message, something worth watching from beginning to end. But all of that counts for nothing if no one even knows it’s there in the first place. That’s where the so-called tastemakers come in. These are the trendsetters online – when these people say something, others listen. In 2010, Jimmy Kimmel tweeted the following: ”My friend Todd has declared this the funniest video in the world- he might well be right -http://ow.ly/dpxTY” With over 1.6 million followers on Twitter, the previously unknown video about the beauty of a double rainbow became a literal overnight hit. It currently has almost 40 million views – and it’s still getting plenty of hits today. Rebecca Black’s ‘Friday’ is another example of a viral clip that was a bit of a slow starter. It was when influencers online, such as Michael Nelson from ‘Mystery Science Theater’, picked up on it that it finally got the attention and fame the world over. Every viral...
Tweeting in 2014

Tweeting in 2014

Methods you should adopt this year to get the most out of Twitter From the metaphorical war of Twitter and Facebook, a victorious blue bird has certainly flown to the top. Twitter is tipped to be the pinnacle of social media platforms this year, and as such, businesses will turn to those 140 characters more than ever. From retail to B2B financial services, all businesses can benefit from the social network. But what’s new this year and how can you get the most out of it for your company? Be visual According to Seth Fiegerman, Twitter will have “more prominence for pictures, articles, TV clips… you name it”. Video marketing was an astounding online element last year, and this can and will integrate further into Twitter in 2014. According to Twitter’s own reports, “42% are likely to retweet, reply, or mention brand Tweets that contain a fun or interesting video”. Thinking of visual communication is particularly welcomed in the fast-paced news feed of Twitter. With only a short window to be noticed in, it’s especially important on Twitter to catch the user’s attention. Plenty of research has looked in to this further – and the evidence shows that imagery does better. The introduction of Vine was a notable one, bringing about a few short seconds of footage. 2013 saw some attempts at branded Vines across a number of industries, but arguably Vine is in a primitive stage and has endless potential. Experts predict a tighter and more efficient access to Vine production and sharing on Twitter this year. Being owned by Twitter, Vine is an app that will see regular...

Fear of Abandonment – Minimising Shopping Cart Drop Off Rates

Within 90 seconds a consumer has weighed up the hundreds of elements and nuances on a single page of an ecommerce site to reach their verdict. To commit or to abandon, that is the decision. Coordinating the myriad factors and various tidbits that go into influencing this decision to be a favourable one is a mammoth orchestration that conjures up visions of Mickey Mouse in Fantasia. While ecommerce marketers certainly have their work cut out for them, an in depth analysis of the motivations underlying and influencing factors contributing to consumer behaviour in the checkout process highlights areas to focus on in order to minimise the rate of shopping cart abandonment. At its simplest, impacting upon both motivations and behaviour are the bones (server speed, structural design and processes) and the skin, hair and makeup (design, imagery) of the site. All components work together to play into the subtleties of consumer psychology in order to increase the likelihood of conversions. Here follows three considerations in optimising your ecommerce checkout and minimising those pesky abandoned carts. 1. Feel the Tangibility The ultimate challenge of digital marketers is to transcend the confines of the screen and convince the potential customer that the object of their desire is more than a collection of pixels on their monitor; to convince them that you are good for your word. Making the object as tangible as possible by satisfying the main sensory judgement mechanisms available to the consumer (sight and hearing) will go some way to assuage reservations and increase the likelihood of conversion. How is this achieved? Through various vehicles including multiple image angles,...
How to Spend Your Marketing Budget in 2014

How to Spend Your Marketing Budget in 2014

So, we’ve reviewed our predictions for 2013, and now it’s time to look ahead to what the future might hold. While we don’t have a crystal ball, we can still posit an educated guess about what year ahead holds for the world of marketing and your marketing budget in 2014. Our number one prediction: if you take note of our predictions below, and integrate even some of them into your marketing plan for the year ahead, you will be on the right path to marketing success. Happy integrating! Content is (Still) King According to the experts, 2014 will be all about customised content (even more so than 2013). Content marketing shot onto the marketing stage this year. A recent study estimated that 27 million pieces of content are shared each and every day. Almost 50% of companies already have a content marketing strategy in place. Clearly, this is something on which you want to capitalise. The solution is not as simple as doubling your status updates on Facebook though. You need to be producing high-quality, engaging content that educates, informs or entertains your audience. You need content that is able to whistle a happy song above the ‘white noise’ of all the other marketing guff in the marketplace. B2B Content There is no one definition of high-quality content. But, for B2B companies, the most effective type of content tends to be case studies that demonstrate successful outcomes. Businesses want practically implementable insights to improve their own operations. B2C Content For B2C companies, you need to show your audience what’s in it for them. Prove that there is value in...

More Traffic Doesn’t Always Mean More Conversions: One Proven Way To Improve Conversion On Your Website

Disappointing Website Conversions After implementing a costly social media strategy, including Facebook ads and investing a lot of time and money into gaining traction with all their new Likes and followers, the management of the company still aren’t happy. Although the marketing guys have shown increased website traffic and a few more membership registrations and newsletter subscriptions the social media campaign has not brought sky rocketing sales. And the new traffic they are getting to their site has even a lower conversion rate than that of the existing traffic! Management want to know, how can they improve the conversion rate on the website? They are considering getting a video produced for their homepage and have spent some time conducting research.. Wouldn’t you rather watch a video? Taking into account that video now appears in 70% of the top 100 search results listings, and that viewers are anywhere from 64-85% more likely to buy after watching a product video (Source: KISS Metrics Blog). – this is one marketing force you can’t afford to ignore People vastly prefer watching online video than consuming the same content in a readable format. It spans nearly every industry and demographic. Think about it, when was the last time you chose reading an article over viewing the video the article was talking about? Statistics show that 17% of people spend less than 4 seconds on a website, but they are willing to spend 2.7 minutes watching a web video online (Source: Statistic Brain Blog). The Dropbox case study Adding a well produced video to your homepage, on average, will improve conversion across your website. Take...

Why The Digital Content Revolution Will Not Be Televised

Marketing.com.au would like to thank Davin Broadbent from Creativa Web Videos for taking the time to share this insightful article on the digital content revolution.   There is an air of familiarity around the current state of affairs with television and the growing trend of online digital content consumption, it kind of reminds me of what happened in the 90’s with the music industry. Ok, maybe it’s not quite that bad, but if you’re a marketer or advertiser and you ignore this, well, when the revolution comes, we know who will be first against the wall…   Lessons To Be Learned From The Music Industry Versus Internet The Internet is, as we can all probably agree, a fairly invasive and pervasive medium. Back in the 90’s when the Internet made the sharing and consumption of MP3 files popular and easy, far from recognising and adapting to this new trend in consumer behaviour, the record labels cried “Piracy” and then closed their eyes, put their fingers in their ears, stamped their feet hoping the Internet would just go away. Well let’s just say that recent figures released by International Federation of the Phonographic Industry (IFPI), show that sales rose by 0.3% in 2012 and while this seems less than impressive, you have to understand that the industry hasn’t seen ANY growth since 1999. Any guesses as to what lead the upswing? Of course it was YouTube and stars like Psy, Justin Beiber, Carly Rae Jepsen and even Gotye. Of course the music industry didn’t spend the last 14 years throwing a tantrum, they did spend quite a bit of time...