Wednesday, June 24, 2015

Want to Attract Millennials? Get Video:

Brand Video Imperative: 80% of Millennials Consider Video Content When Researching a Purchase Decision
7 of 10 Millennials Will Watch a Company Video When Shopping Online

Generation Y is a demographic coveted by retailers and marketers for their purchasing power. Millennials, the generation born between 1980-2000, will spend more than $200 billion annually starting in 2017, and $10 trillion in their lifetimes. This week, online video creation application Animoto announced new data from the 2015 Animoto Online and Social Video Marketing Study, which reveals that video is no longer optional for brands and businesses looking to market to Millennials—seven in 10 Millennials are likely to watch a video when shopping online, and 80 percent of Millennials find video helpful when researching a purchase decision online.

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Monday, June 22, 2015

You Have Influencers on Your Business: Are You Influencing the Influencers?

The State of Influencer Engagement: Online Influencers Are Key to Increasing Brand Visibility—and PR Should Take the Lead
84% of Marcoms Professionals Use Influencer Engagement Strategies

The evolution of company PR outreach to online influencers such as bloggers, social media users, online journalists and other experts is showing many signs of maturity—in fact, this growing influencer engagement trend has been reaffirmed for the current year: According to new research from software provider Augure, 84% of marketing and communications professionals surveyed say they use influencer engagement in their campaigns—an increase of 24% compared to 2014.

Furthermore, 81% of those surveyed considered influencer engagement to be effective or very effective for meeting their objectives, while 74% of those surveyed want to increase (33%) or maintain (41%) the budget allocated to influencer engagement activities.

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Friday, June 19, 2015

Three Videos Every Business Should Have

The 3 Videos Every Business Should Have

As a former television news reporter and broadcast journalist, putting together a video was a daily task. Later in my career, I had no trouble developing full scale business videos for a variety of different purposes, all with varying concepts or budgets or goals. But video isn't something you should do without someone experienced it their creation. Here's a great article by Megan O'Neill that shares three types every business should have. (and if you need one, call The Eisen Agency).

Jun 9, 2015 / By Megan O'Neill

Getting ready to take the plunge into video marketing but not sure which videos to start with? Earlier this year, we surveyed over 1000 consumers to find out how they feel about, and interact with, video marketing from businesses. One of the things we asked about was what types of videos consumers find most helpful. We put together the results in a list of the top three videos every business should have.

#1: Product Videos

Product videos clocked in as the most important, with 4 in 5 consumers saying they find videos showing how a product or service works, helpful. Product videos are your opportunity to bring your products and services to life in a way that photos and text just can’t. You can show products in action, from different angles, or focus on unique product features, and tell a story that leads viewers to imagine themselves using or owning the product.

#2: Customer Testimonial Videos

A majority of consumers also reported finding customer testimonial videos helpful. This lines up with 2014 data from BrightLocal that revealed that 85% of consumers turn to online reviews to determine whether or not a local business is reputable.

Including video testimonials on your site in a good way to ensure that the first reviews of your product that your customers see are positive. Additionally, when consumers see their peers talking about your product or service, it builds a sense of trust and allows viewers to put themselves in the shoes of the person giving the testimonial. They think, “If this customer was happy, I will be, too!”

#3: Business Overview Videos

The third most important video for businesses to have, according to the consumers we surveyed, is a video about your company. Business overview, about us, or explainer videos shed light on who you are, what you do, why you do it, and why people should care. These types of videos are especially helpful for small businesses that want customers to feel more at ease doing business with them.

Have you created any of these types of videos for your business? If so, we’d love to see what you’ve made. Feel free to share links in the comments below. To find out more about our recent study, check out our 2015 Video Marketing Cheat Sheet infographic.

Friday, June 12, 2015

Social Media Important, But Almost Impossible to Measure Holistically Says Survey

Social Disruption: Social Media Data Is Not Actionable, and Can’t Be Measured Outside of its Own Silo, Top Marketing Execs Say
Marketing Leaders Also Agree With Consumers: Social Media Is Intrusive

Two nationwide surveys commissioned by the Marketing Executives Networking Group reveal consumers' and senior marketing executives' views on the digital marketing industry. The results indicate that companies' use of social media is perceived by both groups as potentially disruptive—55% of senior marketing executives and 52% of consumers perceive social media as intrusive.

In addition, the survey among senior marketing executives reveals that many believe the data generated by social media analytics is not yet actionable. More than 39% agree the information gleaned is not useful to their businesses.

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Tuesday, June 9, 2015

Real Time Marketing Very Effective, But Businesses Challenged to Implement It

98% of Brands See Positive Revenue Impact from Real-Time Marketing Efforts—But Report Challenges with Effectiveness
Marketers Leveraging Real-Time Marketing See Positive Revenue ROI

Brands that respond to breaking news on social media see a higher return on their real-time marketing investments than those that don’t, according to a new study from social intelligence and marketing software firm Wayin. The 2015 Wayin Real-Time Marketing Report, based on a survey of 200 manager and executive-level real-time marketers at companies with more than $100 million in revenue, finds that 64 percent of real-time marketers have leveraged breaking news on social media in the past year. That number jumps to 78 percent for brands seeing an ROI of at least 50 percent on their real-time marketing investment, compared to only 57 percent for brands with an ROI of less than 50 percent.

Thursday, June 4, 2015

It's All About Content Marketing

Do you have a content marketing strategy? A tactical plan? How about looking at an agency of brand journalists to help your business get what many are considering THE most important piece of the marketing mix off the ground.

Comms Executives’ Commitment to Content Marketing Has Doubled In Two Years—and Is Poised to Double Again
By 2017, CM Will Make Up One Third of Total Marketing Budgets

Journalists and PR pros have been declaring that “Content is king” for ages now, and new research shows that marketing and comms execs are finally joining the content revolution. Marketing leaders’ commitment to content marketing has doubled since 2013—and should nearly do so again by 2017, according to a new study produced by The Content Council in conjunction with Ad Age, based on survey responses from nearly 500 U.S. marketing and advertising executives that tout the importance and challenges of producing meaningful, measurable content in a fragmented digital media world.

Monday, June 1, 2015

If you're in charge of, overseeing, or doing it...YOU need to know these four Digital Marketing Skills

Marketing is changing, and those who run businesses are noting the move online, which requires digital marketers.

Are you keeping up?

In my work training marketing professionals, I’ve studied hundreds of job postings for marketing talent. The numbers I’ve seen show what skills are most valuable, and it’s no surprise that they’re all digital.

Nearly 90 percent of marketers don’t feel equipped to navigate the digital landscape, but in my research I found that 93 percent of marketing jobs require a digital skill set.

These skills run the gamut from one year of SEO experience to 10 years of social media experience (which of course digital marketers don’t yet have).

While the latter may not be possible for anyone, here’s what you should do to stay competitive with other digital marketers.

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