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Augmented reality

Augmented reality

Augmented Reality is the melding of the real world with the digital world found on your smartphone. Think “Pokemon Go.”

You have more than likely encountered augmented reality, even if the term is unfamiliar. It is not to be confused with virtual reality, another recent development in the tech world. AR is experienced alongside the real world, while VR simulates its own reality.

Charles Arthur, a contributor to The Guardian, describes AR as taking “a real-life scene, or (better) a video of a scene, and add[ing] some sort of explanatory data to it so that you can better understand what’s going on, or who the people in the scene are, or how to get to where you want to go”.

By blurring the line between what is real and what is not, AR enhances the digital experience.

The most well-known examples of augmented reality in today’s market are Snapchat filters and Pokémon Go. While it is more easily recognizable in entertainment, AR has also been utilized in marketing, educational and retail ventures.

Augmented reality is also starting to play a role in the workplace. It has been adapted for certain hands-on training exercises. An employee’s virtual presence erases the need for direct contact with different environments.

Where direct involvement is risky, the immersive qualities of AR allows for otherwise impossible experiences. For example, NASA has started to use it for scientific research. This enables advances in exploration that humans couldn’t achieve. We can’t send a person to Mars, but technology is taking that giant leap for us.

In the near future, you might not even be able to tell who is seeing the world through an AR wearable. Going through a single day without experiencing augmented reality in some way might even be impossible.

As the technology behind AR continues to evolve, its limits will be pushed even further. Think about how Pong and other early video games now seem so primitive, yet they were what introduced many the members of today’s workforce to computing. Their innovations have increased the capabilities of operating systems hundreds of times over.

These same kinds of giant strides in AR are still to come. The next generation might be taught about the game-changing nature of Pokémon Go just as today’s youth learn about Tetris.

Apple CEO Tim Cook has already labeled augmented reality as the ‘next new thing’. Anyone who is familiar with the tech industry will agree: now that AR has captured Apple’s eye, every competitor will be clamoring to take it to new heights.

The importance of clean data

The importance of clean data

Data plays a critical part in marketing your brand. It provides insight into your target audience and helps to focus your advertising efforts. Your campaigns can only be as beneficial as your data is accurate.

It’s vital to make sure you’re collecting data in a way that’s precise and useful to your business. Just a few simple changes can make your data collection more serviceable.

Data collection concerns:

  • Don’t ask for too much information. Users are wary of giving out information that they feel is unnecessary or invasive. To avoid this, give succinct explanations of how the data will be used.
  • Avoid using outdated technology. Information forms that look outdated can appear untrustworthy to users. Whatever form you use to collect data should still be consistent with the rest of your site. It should appear simple and professional.
  • Be sure your form fields are efficient. Form fields that require specific formatting, like phone numbers or drop-down menus that don’t offer enough options can cause frustration for users and inaccuracies. For example, users who can’t find their occupation as an option in a drop-down menu are likely to choose another occupation that doesn’t accurately represent them.
  • Validate your data. Although data validation can seem monotonous at first, it’s extremely important. If a user accidentally submits the wrong information, it could lead to complications down the road or an inability to provide quality customer service.
  • Not giving enough incentive for providing information. LinkedIn is a spectacular example of offering a valuable exchange for information. As users add more information to their profile, they can look for jobs that better fit their experience or connect with other users that are closer to their industry.

The common theme throughout each of these concerns is the act of not looking at the big picture. For example, offering a drop-down menu might mean less work for you, but it also means less accurate data. Be sure that your form facilitates your function.

Thoughtfully formatted documents communicate trustworthiness and professionalism. When making changes to the way you collect data, it’s important to think about the larger scheme of things. What changes will be more beneficial to your organization further down the road? How can you make it easier for a user to provide information? In the end, it’s accuracy that’s going to provide you with the best results.

Artificial intelligence (AI), your sales, and customer dollars

Artificial intelligence (AI), your sales, and customer dollars

Artificial intelligence (AI) is the use of computer systems that perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. Artificial intelligence allows big data sets to be analyzed, segmented and filtered while also gaining the meaning behind them.

AI maximizes data and customer targeting. Most digital campaigns implement data in a broad way. They will identify users who fit a profile and send a mass campaign their way. This type of marketing will target a vast amount of people who may no longer interact with that profile or no longer identify with that profile.

If a retail chain wants to promote their newest pair of basketball shoes, they may target their entire sports audience. Yet, not all of these customers are basketball affiliated. By marketing this product to the all-sports sect, the business would be wasting its time marketing to customers who aren’t interested in the product.

The use of artificial intelligence is able to target specific users. By examining who engaged with the basketball shoe ad, artificial intelligence is able to predict who will engage with similar campaign ads.

In order to keep up with the increased efficiency of the digital age, artificial marketing is necessary to keep digital marketing consistently relevant. The use of artificial intelligence allows marketers to spend their time more wisely by managing campaigns rather than worrying about crunching numbers into data. As digital marketing continues to expand so will artificial intelligence.

Examine your User Experience (UX)

Examine your User Experience (UX)

A user experience is “the totality of the experience of a user when visiting a website”.

In recent years, improving the user experience (UX) has been prioritized by many companies. Shop Direct CEO Alex Baldock has said that when it comes to retail, “relevance wins”. A personalized online experience holds an appeal that is impossible to replicate in a physical store.

Recommendations or specific content based on details like previous purchases pique audience interest. This increases the likelihood of future visits and higher revenue. It adds a human element to the online experience.

Improvements in UX are intuitive. For example, an online retailer will learn to stop recommending winter coats to a customer if they begin to browse swimsuits. This kind of reactive change based on consumer behavior has been implemented by Amazon, Netflix, Facebook, LinkedIn, and nearly every other major online presence.

According to Invesp, retailers that utilize customer information to cultivate an individualized experience see a 56% boost in repeat sales. When done discretely, customers appreciate the increased ease of use that this provides.

Yet, 71% of companies do not use this technology. This is a missed opportunity for wider consumer appeal. In this crowded market, appealing to one’s audience over the competition is extremely important. Failing to adapt to new technology can lead to obsolescence.

The data harvested by mobile apps only heighten a company’s ability to tailor a personalized UX. Location-based advertising and push notifications allow for more opportunities to attract customers. Discovering when and how a customer interacts with your content help you to learn how to market to them. Targeted content helps your brand in becoming relevant to any user.

What consumers want most from a company’s online faction is ease of use. Flashy graphics and interactive content can be nice, but do nothing to simplify the experience. Your site or app only needs to succeed in selling itself. Working to create a user-oriented experience should be your main focus.

Mobile app retention rates

Mobile app retention rates

Mobile app retention rates decrease by more than 75% within the first three months of downloading an app. By the one-year mark, only 4% of users still engage with an app they downloaded the year prior. Numbers like these highlight the importance of retention rates when dealing with mobile marketing.

Retention can be defined in different ways. Some companies choose to focus on simply getting users to revisit the app. Others look for engagement with specific features. How you decide to measure retention rates depends on your industry and the nature of the app. For example, an e-commerce app might emphasize user engagement more than a music-playing app. Either way, the goal is to get users to come back.

Mobile app retention is vital to the growth of a company. A high number of users is useless if they churn early on. Instead, a small number of users that repeatedly return to the app offers reliability and lead to stronger relationships between the business and the customers.

Ways You Can Increase Retention Rates

  • Target your mobile audience. Casting a big net to catch a bunch of users will yield a very low percentage of returns to your app. Instead, focus on marketing your app to a segmented group of consumers who are more likely to engage with the app continually.
  • Evidence has shown that push notifications can increase retention rates by at least 20%. Personalizing those push notifications to the individual user increases retention rates even further.
  • Give special attention to users within their first month of downloading the app. By developing a consistent engagement early on, you create a habit in the user that they’re more likely to continue.
  • Invest in beta testing your app to make sure you’ve developed a quality product. If the app isn’t user-friendly, all the marketing strategies in the world aren’t going to make it appealing to users.

User acquisition has consistently been the emphasis in mobile marketing, but the attention needs to be shifted to retention. Mobile app retention rates ensure consistent engagement with loyal customers, which means a longer lifespan for the app and the company.

The importance of online micro-communities

The importance of online micro-communities

Online micro-communities help to define a customer’s needs and definition. If you follow a fitness ‘guru’ on Instagram, you have probably seen sponsored posts promoting health supplements or gym memberships. This reflects the prevalence of micro communities in social media. A brand can most easily gain traction among people with relevant interests.

Focused content means targeted engagement. Sticking to what is pertinent to your industry will lead to higher revenue. The best way to grow and keep your following is to only promote relevant content.

A critical action is discovering which social networks your target market. Seeking out popular users in relevant industries is also vital. Their support will direct followers to your page.

Using the power of micro-communities is a straightforward way to find your target consumer group. Once you have cultivated an audience, that user following will expand out. Those with similar interests can be introduced to your brand through social media engagement, such as their peers’ ‘likes’.

Engagement should be valued over community size. 5,000 Facebook Likes is nice, but 5,000 people on a mailing list or using your company’s hashtag is even better. Promote your brand, not just your business.

Having 10,000 to 100,000 followers is statistically proven to be an influencer’s sweet spot. As a page’s follower count grows, their interaction levels tend to decrease. The term is ‘micro influencer’ for a reason.

The effects of going viral are short lived. It rarely leads to continued success. Broader recognition can mean easily getting lost in the sea of other huge brands. It is therefore vital to recruit influencers with a more specific demographic.

Asking Kylie Jenner to promote your investment firm will get you some clicks. Will they convert to revenue and continued engagement? Probably not.

When promoting your company, stick to what makes sense. Utilize the right kinds of social media. If you don’t know how to engage, find people who do. The benefits of finding the right niche will be invaluable.

The importance of beta testing

The importance of beta testing

Mobile app beta testing is a stage in mobile app development during which the business tests the app on a selected group of people. This process of testing allows a business to receive critical feedback about their soon-to-be-released mobile app.

This step is often overlooked but is important because it refines the user experience of the app. It’s tempting for businesses to simply “test” the app with their own developers to avoid the process of selecting testers. Unfortunately, this can be counterproductive, as the developers are essentially too close to the project and can easily lose perspective of the larger picture. It can be nearly impossible for them to see the mobile app as if they were interacting with it for the first time.

When getting prepared to beta test for your business’ mobile app, there are a few Important factors to consider:

  • Choose whether you want to do open or closed beta testing. This decision really depends on the type of feedback you need. Closed beta testing will probably do the trick if you’re looking for very specific, pointed answers, but if you need to test your app on multiple platforms or study user behaviors, a larger open group will get you results closer to what you’re looking for.
  • Beware of selection bias. Choosing beta testers who seem like they fit well with your business can be a big downfall. It can mean that they don’t necessarily look like your user group.
  • Don’t let beta testing be your end of the road. While it is an important part of developing your mobile app, it should act as your starting point, not your final destination. Beta testing should give you a starting point as your continue to integrate new technology and features into your mobile app.

Beta testing is a crucial part of mobile app development. It gives you information on specific changes that need to be made before it is released. However, beta testing should also act as a launching point for the continuous updates and changes that will need to happen to respond to the consumer’s ever-changing needs.

Artificial Intelligence (AI) and the cost of information

Artificial Intelligence (AI) and the cost of information

Artificial Intelligence (AI) has been a growing field for decades, but the uprise in virtual assistants in the home has opened a new channel of advertising. With it comes new challenges. Virtual assistants, like Apple’s Siri or Amazon’s Alexa, give consumers a hands-free, hassle-free way of looking up information, keeping track of their plans for the day, or even trying new recipes. But the marketing industry has been hit hard by consumers’ new ability to make purchases or browse the internet without being exposed to a traditional advertisement.

AI brings both benefits and pitfalls to the marketplace. Marketers have new tools at their disposal, but they’ve also been given quite a few hurdles to jump through.

Pros of AI:

  • Virtual assistant devices offer better, more precise data that’s willingly volunteered by consumers. For example, Amazon gets detailed, individualized data with every task Alexa takes on.
  • AI creates a discrete form of advertising that doesn’t feel like a marching band of business owners trying to sell you their products. For example, ask Alexa to buy you a soda, and she immediately suggests the top two products, one of them being a 24-pack of Izze Sparkling Juice drinks. Izze drinks are getting quick advertising to interested customers disguised as a casual conversation. Consumers don’t recognize advertising as easily in this new and unmarked territory.

Cons:

  • Now that consumers are able to order a new product or search something on the internet without even pushing a button, the emphasis on digital marketing is threatened. Desktop and mobile devices have been the biggest platforms for reaching consumers. Only time will tell how AI will modify the relationship between customers and new businesses.
  • AI devices are always listening to all sound sources in the home, waiting to be activated. AI marketing is supposed to be the next big leap in marketing, but what information is gathered, how, and what happens to that data? What price are customers willing to pay for those advancements. Privacy in our homes is guaranteed by the Fourth Amendment to the U.S. Constitution. Will consumers give up that right by agreeing to a software licensing agreement? Sometimes, with no marked path to follow, a fresh line will need to be drawn when it comes to what is ethical and what is business-savvy.

AI emphasizes the importance of Search Engine Optimization (SEO) more than anything. Recommendations by virtual assistants like Alexa and Siri are based on the top results in search engines. Making sure that your service or product is at the top of the list will allow your business to wedge its way into those recommendations. AI management of various details in our lives can be a great asset. The question becomes, “what will be the cost of that growth?”

Digital proofing aids content development

Digital proofing aids content development

For both agencies and their clients, the proofing process can often be more strenuous than the actual creation of the content. In the digital realm, it has become much more simplified. Today many online tools exist that make for a faster exchange of information. Rather than having to shuffle through multiple emails, the project content exists in one space. A digital interface often allows the project to be more collaborative. Even if the two parties never meet in person, a quality product can still be crafted.

Another benefit of the move to online proofing is that it erases the hassle of scheduling conflicts. An agency can send content out to the client whenever it is finished, and they are able to review it at their leisure. They do not have to be confined to an appointment time. The possibility of 24/7 communication means that a client will have the opportunity to give as much feedback as they want.

If a client likes a Japanese agency’s work, it does not matter if that client is based, for example, in Texas. Efficiency and quality can take precedence over proximity.

The switch to online proofing also saves the client money, as it is less expensive to edit digital content than to produce an entirely new physical copy. In fact, it is estimated that online proofing is up to 97% cheaper and twice as fast as reviewing the work face-to-face.

The process eases the workload on both ends. Therefore, it is becoming more difficult to find an agency that does not do most of their work digitally. In addition, improving technology means that it does not have to be as impersonal a process. Digitizing one’s work also establishes interactive working relationships. In the future, it is more easily shareable for whatever purpose the client desires.

What is “cost per registration (CPR)”?

What is “cost per registration (CPR)”?

In order to measure the fiscal health of a company, businesses must measure key performance indicators (KPIs). One critical measurement is determining the cost to acquire one new paying customer. For subscription base companies this model is known as cost per registration (CPR), or cost per acquisition.

The New York Times is in the media industry. In a simplistic model, the media outlet sells subscriptions as one of its revenue streams. For every subscription that the Times sells, some money is spent to cover the cost of advertising. Their net gain is the amount spent on advertising subtracted from the funds raised by the new subscriptions purchased.

No business can avoid this cost. To stop all advertising is to lose subscribers. Subscriptions cannot be attained without advertising. Yet, if there is no reliable consumer base, the Times cannot afford to spend money on ads.

Casual readers who have not purchased a subscription cannot be counted upon as a revenue source. Their inconsistency does not allow them to be relied upon for long-term sales. However, they can be persuaded to become subscribers. Special promotions that are tailored to their situation or lifestyle will increase subscription sales.

For example, repeat visitors to the Times’ website could be re-targeted for a free trial to the print version of the paper. If enough of these readers decide to continue with the service, the Times will have made more money in the long run. Or, existing subscribers could receive a discount flyer for the New York Times’ weekend edition. The revenue lost by giving a discount will hopefully be negated by a wave of new subscriptions.

A careful balance between advertisements and subscribers is the only way to maintain a successful, profitable business. If properly organized, any additional costs taken on in this model will be negated through sales revenues.

CPE Engagement

CPE Engagement

As consumers change the way they interact with brands, so do the advertising strategies that market those brands. The most common model of advertising is still Cost Per Mille (CPM), in which the advertiser pays the publisher per every thousand impressions (viewings) the advertisement gets. Unfortunately, this model is becoming outdated. We’re bombarded with thousands of advertisements and brand exposures every day, all competing for our attention. With that said, the average person actively interacts with only 12 of those ads.

What is Cost Per Engagement Advertising?

Cost Per Engagement (CPE) is a combination between Cost Per Acquisition (CPA) and Cost Per Click (CPC) models of advertising. In CPA, the advertiser only pays the publisher when their ad leads to a sale (or acquisition). CPC works by paying per click on the advertisement. CPE acts as a hybrid between these two models, in which the advertiser pays per engagement with the advertisement.

Engagement refers to any active interaction with an ad. What counts as an interaction varies from advert to advert, and can be anything from pressing the pause button on an advertisement video to typing out a word.

Why use Cost Per Engagement Advertising?

  • CPE motivates users to interact with your brand instead of merely passively glancing at it. Whether the interaction is answering a question or sharing a post on social media, you can be sure that they’ve recognized and connected with your advertisement on some level.
  • CPE delivers accountability that other models cannot give. It guarantees you (the advertiser) that the user has interacted and connected with your brand, with no ambiguity.
  • CPE ensures that you get your money’s worth. By paying per engagement, you can be sure that you’re getting value for publishing your ad. If users aren’t interacting, you don’t pay.

In essence, the publisher is offering something valuable to the user in return for their interaction with your advertisement. Hulu, for example, offers users the ability to watch their favorite television series for free in exchange for watching 90 seconds of commercials. This is a particularly attractive deal when considering broadcast networks show an average of 13 and a half minutes of ads per hour.

CPE advertising can be highly effective, especially when paired with audience targeting. By finding the right publisher and efficiently targeting your audience, you can reach users in an innovative way that counteracts the selective attention of consumers.

Google addresses download speeds with Instant Apps

Google addresses download speeds with Instant Apps

In 2016, Google announced that they were releasing Instant Apps on Android devices. The feature became available on select devices in January this year, but it’s expected that it will be available on all Android devices very soon. The rollout will allow users to access certain apps without downloading them to their mobile device. This new feature has caused a lot of controversies — especially for app owners, who earn revenue from users paying for downloads. However, Instant Apps could also create new opportunities for marketers to reach a larger audience.

Instant Apps will work much like Accelerated Mobile Pages (AMP) in that the pages will pre-download content for a faster experience for the user. Content will download as the user approaches it, rather than the whole page loading in advance. This means users are more likely to stay on the app because they’re not waiting to interact with the content: 47% of users expect a page to load in 2 seconds or less.

This new feature will enable you to widen the top of your funnel and allow more users to interact with your app. An Instant App will act like a lite version of the pre-existing app, so new users who normally would not engage with your content get a taste of the full version and be encouraged to download it. Google also believes that the new feature will act as an “acquisition strategy” and boost downloads in the long run because the Instant Apps will be easily shareable. For example, by including a link to your app in an email campaign, users can engage with the app immediately without having to download it. There are fewer barriers between the user and your content.

Instant Apps could create both new opportunities and new complications for mobile marketers. Which way the scale leans will depend on how users interact with the new feature and how it will affect app downloads.

Click-through rates

Click-through rates

Click-Through Rates (CTR) are one of the most important pieces of data for measuring the success of your advertisements, but it can be confusing to interpret the numbers and apply them appropriately to your mobile app marketing and advertising campaign. Here’s a breakdown of what a CTR is and how you can maximize its use:

What is a click-through rate?

A CTR is the number of clicks that a pay-per-click (PPC) advertisement gets for every number of impressions (views). In essence, it tells you how many times your advertisement is viewed before someone clicks on it.

Why do click-through rates matter?

A higher CTR ultimately leads to lower costs for advertising. Google and other search engine platforms commonly offer lower prices for ads that offer a higher relevance to search engine users. Google, for example, determines the cost based on your Quality Score. The higher your quality score, the less you have to pay for a PPC advertisement.

How do click-through rates work?

What makes a CTR “good” really depends on your industry and the ad’s position, but overall, Google AdWords has an average CTR of 1.91% for search network and 0.35% for display network. With this in mind, your CTR should be as high as possible while still maintaining relevance.

How can I increase my click-through rate?

  • Use targeted keywords. If a keyword isn’t relevant to your business, it could end up costing more money than it’s worth because your ad is leading to click-throughs but not conversions.
  • Use visual content. Images and video boost engagement. In fact, research shows that using the word “video” in an email subject line boosts click-through rates by 65%.
  • Offer freebies. Consumers love free stuff, so promoting an offer like a significant discount off the price of a product is likely to increase CTR.

Click-through rates are used as a Key Performance Indicator (KPI), used to evaluate performance against the market competition. It allows for an apples-to-apples comparison. Numbers can be tricky sometimes. To understand those numbers, it’s important to see your company’s marketplace performance from another angle.

Data visualization

Data visualization

Data visualization tools create graphic representations of business data to make information understandable and meaningful. By doing so, they can bring insight to your marketing strategies and shed light on trends, patterns, and possible changes that affect your business. These insights change with growing technology. The modern visualization tools make viewing data simpler, more accessible, and easier to apply to your marketing strategy.

These tools essentially allow you to look at data from a bird’s eye view. The wider scope means more accurate results. So instead of taking a small sample of data and applying it to your larger consumer audience, you can rake through your entire customer database for more precise results.

Data visualization also gives you the freedom to uncover trends within highly specified categories in your customer database. You can analyze customer data based on purchase history, demographic, or response rates to campaigns and use it as you fine-tune future strategies. The tools even give you the ability to study correlations between specific services or products so you can personalize future offers to your customers.

One of the primary reasons data visualization is important is that it helps to draw meaningful conclusions from the data and make the most of the numbers. By doing so, it can reveal patterns and trends and give hints into upcoming opportunities to interact with your consumer audience. This is especially significant because it not only gives you a direction in which you can move forward; it also gives insight into previous campaigns. Getting a more granular knowledge of your strategy can show you where you’re wasting money and where to focus your spending in the future.

Data visualization tools do all of this while cutting down on time and resources. There’s no longer a need to hire a specialized IT worker to sift through the numbers. Even marketers with a very basic knowledge of analytics can easily navigate and react to the system.

As technology rapidly advances, data visualization allows for more complex analytics at an almost instantaneous rate. Quite literally, it allows you to do more with less by giving you a more comprehensive analysis of your data with fewer resources.

Using market segmentation

Using market segmentation

The internet creates useful technologies for personalizing your marketing content. This is market segmentation. The medium allows you to address your audience by name, give them specific recommendations based on their interests, or send them discounts that they’re more likely to respond to. These technologies allow you to utilize market segmentation and develop strategies to personalize content like no other medium can do.

What is market segmentation?

Market segmentation is a form of targeted marketing that allows you to personalize your marketing campaigns to the taste of the individual client. It uses information about your consumer audience—such as demographic or psychographic—to personalize your marketing strategy. It also allows you to automate this campaign strategy instead of analyzing every client profile individually. You might want to send different email campaigns to clients of different ages, or varying advertisements to clients in different locations. In short, consumers get specified advertisements, and your business wastes less time targeting the wrong audience.

Why use market segmentation?

In addition to leading to an average 19% increase in sales, a personalized web experience allows you to develop strong relationships and client loyalty. Do you know that appreciation you feel when your barista knows your drink before you order? That works for marketing too. Users are constantly bombarded with advertisements. Personalizing your campaign to the individual develops a unique and valuable human connection.

Four points for market segmentation:

  • Determine what your most valuable clients have in common. Age? Zip code? Education? This can give you hints about what they value and what they will respond to. It also gives you insight into what consumers you should be targeting to bring in new clients.
  • Use dynamic content—HTML content that changes based on the viewer. Dynamic content might recognize them by name or change the content of a form based on their occupation. In short, it makes the client feel recognized and valuable.
  • Collect data before you collect an email. Doggyloot, a retail company that sells products for canines, asks subscribers how big their dog is before they sign up for emails. The idea is that products for big dogs are only sent to customers with big dogs. The result? Their click-through rate for these personalized email campaigns is 410% above average.
  • Utilize social media. While automation can be great for setting up campaigns, it can also be frustrating for clients when used too much. Social media allows you to create real person-to-person interaction. The consumer feels cared for when they’re not forced to talk to a robot to get their question answered. Plus, talking with your customers helps you know what they need and personalize the marketing campaigns you send them.

Ultimately, market segmentation works for the benefit of the consumer and the business. The consumer is only getting advertisements that they’re interested in and the business is getting the most from their marketing campaign. Although working to target demographics can take a little more work, it ensures that your marketing strategies are worth the work you’re putting in and will bring the best results.

Live streaming video

Live streaming video

Live stream video is the superpower of the video marketing world. It offers the potential of a memorable marketing video while multiplying engagement with its interactive nature. Viewers can respond to the video in real-time, creating a conversation between customer and company. Unlike other forms of media that are strategized, planned, and produced, live stream video has a natural feel that allows customers to see a company in an organic environment.

Why use live stream video?

Live video ultimately creates the illusion of a face-to-face interaction. You may not have time to sit down individually with each of your customers, but through live video, you can make them feel as though you have. It embraces conversation and develops a dialogue between a company and its customers. Unlike the thousands of other advertisements that consumers are exposed to daily, live streaming doesn’t leave room for edits, coverups, or patches. The format provides transparency — a characteristic that continues to hold more power with each year.

How to get started with live streaming video:

  • Ditch the script. Micro-organizing everything can make your video appear stiff and rehearsed. Take advantage of the organic nature of live video by finding the healthy balance between preparation and improvisation.
  • Bring in a fresh voice. Do interviews, ask others’ opinions, or create a mock panel. Changing things up gives a unique perspective and keeps consumers engaged and interested.
  • Have fun. It’s okay to crack a joke or stumble over your words. Be willing to be spontaneous, and let your customers get to know you.

Top trends in live streaming video:

  • Q&A sessions give the illusion of a face-to-face conversation. Consumers have a short attention span, but live video creates an environment that fosters immediacy. They’re much more likely to ask a question in this type of environment than they are to email someone and wait for a reply.
  • Customer supportAWeber hosts “office hours” during which customers can ask questions directly during live streaming. These office hours are scheduled and consistent, while still maintaining the feel of a personal conversation.
  • Special announcements — Announcing a new product or feature via live video helps build anticipation and excitement. Your customers are much more likely to get pumped about the big news when they see that you are.
  • Live events — Giving consumers a glimpse of a live event builds excitement and encourages customers to celebrate with you.
  • Behind-the-scenes looks — Giving a sneak peek of what goes on behind the curtain not only peaks curiosity; it also develops loyalty because customers feel knowledgeable about the company.

Research shows that consumers will watch a live video eight times longer than an on-demand video. Its unique personality cuts through the clutter of other forms of media and likely will continue growing as digital technology develops.

Accelerated Mobile Pages

Accelerated Mobile Pages

It’s been a year since Google introduced the Accelerated Mobile Pages (AMP) project — a collaborative initiative that substantially decreases the loading time for mobile web pages. The project focuses on minimizing the code for static content (content that doesn’t change based on user behavior) to make pages load almost instantaneously. A regular mobile page takes seven seconds on average to load, but AMP pages take less than half a second. As consumer audiences’ attention spans get shorter and shorter, the ability to deliver content immediately is a precious tool to gain loyalty.

It’s no secret that faster loading content is appealing to consumers. The desire for instant gratification is a key characteristic of young consumers that comes with the rapid growth of technology. But AMP provides just as much to content publishers as it does to mobile device users. When companies join the AMP project, it gives them the ability to guarantee fast content to their users, creating a reliability that will continue to build trust over time. Consumers come back to the brands they trust, and if they know your company gives immediate accessibility to your content, they’re likely to return.

More than that, AMP pages are prioritized by search engines. Between two identical pages — one that uses HTML and one that uses the slimmed-down AMP HTML — the AMP version will rank higher up in the search engine results.

This stripped version of HTML shows itself in a few different ways. First, it prioritizes content that needs to be loaded first so that users can begin reading content immediately. For example, the text is going to load before images appear. And to make it even faster, images won’t actually load until the user scrolls to their location on the page. AMP also loads the layout of the page in advance to keep the page from loading more content — and making the page jump around — as the user is trying to engage with the content. Lastly, AMP only allows asynchronous JavaScript to run on its pages instead of waiting for everything to load at once.

Organizations worldwide are realizing the significance of the AMP project. Earlier this month it was announced that AMP was being adopted by Yahoo Japan and two other Chinese search engines as well. Publishers that have already been using AMP for a while have reported  that AMP pages get more on-site time, higher user engagement, and better monetization. Growing support for the project suggests that this young initiative won’t be going anywhere anytime soon.

Object-Based Targeting

Object-Based Targeting

Object-based targeting allows companies to focus the content of an advertisement to match the content posted by a consumer. If you post pictures of dogs, this technology will marry canine-themed advertisements to appear in your social media.

With real-time social media playing such a big role in the lives of consumers, it was only a matter of time before somebody grabbed ahold of the reigns on real-time advertising. Snap Inc. took a big leap last year by patenting a new technology that will change real-time advertisements in a central way. The technology will allow advertisers to target Snapchat users in a uniquely personal way.

Snap Inc.’s object-based targeting will enable advertisers to promote their product based on the content that Snapchat user posts to their account. If a user snaps an image of a new pair of Nikes, they’re likely to see ads for footwear.

Snap Inc. has yet to enable the technology on Snapchat, but it’s expected that the new features will bring in a significant revenue increase and user growth. In fact, they expect to make between $500 million and $1 billion in 2017 — a big jump from the $59 million they made in 2015.

Consumers repeatedly respond more to image-based advertisements than to written content, so object-based targeting offers a way to speak the language of your consumer audience. Behind Facebook, YouTube, and Instagram are the top social media sites. Both of these rely almost completely on visual content. Not only is it more engaging, but visual content makes your advertisement more memorable. Research shows that when people listen to information, they’ll remember 10% of the information three days later. If that information is paired with a relevant image, they’ll remember 65% of the information three days later.

Snapchat’s new feature will mean that advertisements can be targeted even more specifically than they already are. Advertisers will be able to respond to users automatically and instantaneously, virtually serving up a user’s interests on a silver platter.

User-Generated Content (UGC) in your ads

User-Generated Content (UGC) in your ads

User-Generated Content (UGC) can be a useful way to produce exposure. Many customers who use UGC are more likely to trust a recommendation from another person over the actual content being presented. This is because people usually trust other’s experiences. When certain companies try to win customers over with branded content, this can easily lead them away from the product. UGC allows users to create content based on their likes and wants.

Instead of TV, radio commercials, or billboards, UGC allows users to create their own content while sparing expenses of the businesses. Companies won’t always know if these commercials or ads will sell their customers, which is where UGC becomes useful. It becomes more genuine and sincere because the users that are generating content are not being paid to do so, they are simply sharing experiences.

People are generally likely to trust online reviews just as much as ones that could be in-person. UGC is also a way of exposing people to content that may be able to work better than advertisements. Many people in today’s age will click through ads or fast-forward through commercials. On the other hand, if someone recommends you to a certain product or website, you are more likely to see what it has to offer.

User-Generated Content also allows customers to be more active in the decisions business may or may not make. By generating the content to their needs, it allows businesses to note and modify their products and the way they advertise them. UGC leans more towards creating buzz and not simply just trying to sell based on advertisements. It can be seen as companies talking to customers, not just talking at them through these advertisements. Social media is a great place for UGC and has been found very effective at creating this user content.

Sometimes businesses are not the most effective people to sell their products, but customers might be number one. UGC is important because the customers are unbiased, they do not work for the company or get paid by the company, they are simply expressing opinions and feelings based on the products that they use.

If you want to explore options for content in your advertising, contact Colure’s project management team.

Content Distribution

Content Distribution

A successful content distribution strategy utilizes already existing channels such as Twitter, Reddit, or the good old-fashioned email list to promote your content. More importantly, it targets your client demographic and reaches out to them through media that they respond to. There’s hardly any point in putting time into creative Snapchat stories if your client demographic is over the age of 50. You’d be far more likely to make an impact through email.

We spend a lot of time talking about the power of content, and that’s valid. Compelling, engaging storytelling is a huge part of drawing in potential clients. But, you may be wrong if you think a posted article or shared Instagram story will create a new stream of clients. Sharing that valuable content is only half the job; the second half is distributing the content for users to engage with.

5 ways to promote your content:

  • Email subscription lists are vastly underrated. Social media gets all the hype these days, but the reality is email is still hugely effective. Its lack of advertisements and ability to act as a portal to other forms of media means it’s still a huge part of marketing to clients.
  • Influencer marketing relies on social media users with a lofty reputation to promote content for them.
  • Twitter ads are effective because of their conciseness. Their short and sweet nature is attractive to the impatient and hurried consumer.
  • Push notifications offer an immediacy and responsiveness that you just can’t beat. Research shows that they boost engagement by 88%.
  • Facebook dark posts are a fairly untapped medium. In short, they allow you to post multiple advertisements to Facebook, each targeting different audiences, without making your own News Feed look cluttered or spammy.

Millions of tweets, posts, videos, and stories are shared every minute. Being selective about how and when you share is vital to your success. While authentic content is significant to reaching potential clients, the value is moot if no one is seeing it. A distribution strategy gives reach and dynamism to your content.

Genuine storytelling

Genuine storytelling

In the world of memes, tweets, and Snapchat stories, it’s easy to assume that engaging consumers means trimming things down. With an audience that has a shorter attention span than goldfish, slimming down marketing strategies to 160 characters seems like the way to go. But statistics show otherwise: engaging and emotional marketing strategies are far more successful than stereotypical promotional advertisements.

Authentic storytelling gives your brand personality. It allows your audience to connect with the company in a way that stands out among the fast-food style content that floods users’ Facebook feeds. This might be through longer-form blog posts, video production, or audio postcards. But the bottom line is that authentic storytelling focuses on developing a human connection. It sells your product or service with discretion, emotion, and relatability.

Tips for authentic storytelling:

  • Use sensory words. Amazingly, your brain cannot tell the difference between what is real and what is imaginary. Smelling coffee and reading about coffee trigger the exact same reaction in your brain. By using sensory details, you create a memorable story that humanizes your brand.
  • Use emotion to your advantage. Research shows that emotionally engaging marketing messages are twice as successful as promotional advertisements. Perhaps one of the best examples of this is Apple’s 2016 holiday commercial.
  • Know your audience and what they value. You wouldn’t talk to your boss in the same way that you would talk to your brother. Similarly, you have to understand your audience before you can have a conversation with them.
  • Be genuine. Numbers, formulas, statistics—it’s easy to get lost in these things. Developing a relatable story that’s organic and fresh will engage consumers in a way that standard promotional marketing just can’t live up to.

This unconventional strategy brings personality and energy to your brand. It gives your company a distinct voice in the industry, actionability to move your brand forward, and deeper insight into the values of your customers. Building these connections with your audience allows you to grow customer loyalty through common interests, beliefs, and standards. It starts a conversation, engaging consumers in a new and vibrant way.

Set your mobile marketing strategy on fire with these marketing tips

Set your mobile marketing strategy on fire with these marketing tips

Guest Blogger Joel Lee us with his insight into mobile marketing strategy:

When you want to set your mobile marketing strategy on fire, you have to understand your audience. You have access to your customers in an instant through the use of SMS mobile marketing. This is a powerful tool, once you learn how to unleash this power your marketing efforts will show significant results. Whether your business is small and just getting started, or you have numerous locations, you can develop a mobile marketing strategy that reaches customers and boosts sales both online and in person.

Your Opt-In Texting Campaign

You need to develop an opt-in campaign that allows you to send marketing text messages to your customer base. Customers sign up, either in store, through a text, or through email. Once they opt-in, you are allowed to send text messages. The messages must contain language that makes it clear how to stop receiving messages to comply with regulations. You can send customers texts about time-limited deals, send links to your blog content, and offer insider information to your business through text messages.

Make Sure Your Website is Ready for Mobile Use

How your website is designed matters. Optimizing your website for use on mobile devices is essential when you are trying to improve your mobile marketing strategy. There’s no point of getting customers to visit your website if it isn’t easy to navigate on a mobile device.

Develop an App for Your Business

Smartphone users love apps when it comes to interacting with a business. For example, opening up a Dunkin Donuts app, the customer can drive up to the window, order a coffee, and then pay just by having the app on their phone scanned. This makes purchases for the consumer easier using their mobile devices. It takes time, effort and money to develop an app for your business, but the payout is worth it.

Allow Shoppers to Pay With Mobile Devices

When you make paying for your goods and services easier on your customers, they aren’t going to go somewhere else to make the same purchase. This means you need to set up a way to accept mobile payments. This is done by finding a payment processor that can accept payments on behalf of your business for a nominal fee. Look around to find the right provider for your specific needs.

Engage on Social Media Platforms

When you want your mobile marketing strategy to work, you have to engage on social media. Facebook, the number one social media platform, offers businesses a variety of tools to engage with potential customers. You will need to build up a base of followers, but also provide relevant content to your followers. Whether you create links to your blog, or you have great deals you want to share, they won’t mean anything if the posts aren’t seen by anyone. To engage your customer base, ask thought provoking questions, reply to all comments, and be mindful of what you share on a daily basis. Keep changing up your strategies and try different deals to see what works.

Author Biography:

Joel Lee

Joel Lee is the SEO marketing specialist at Trumpia, a mobile content delivery service that allows users to customize their coordinated marketing efforts by interconnecting and optimizing all digital platforms.

Authority and Reputation Positioning

Authority and Reputation Positioning

Establishing yourself as an authority within your industry allows you to pave the way for industry developments, rather than following in others’ footsteps. At one point, the leading industry authority may have been the business with the biggest ad budget. A prospective customer 30 years ago may have flipped through the yellow pages and settled with the first listed company. With the rise of the Internet, it’s become increasingly difficult to create customer trust and loyalty.

An industry authority holds a unique type of responsibility that exceeds simply having expert knowledge. Their wisdom is specialized and personalized, allowing them to make decisions to move the industry in a specific direction.

Being an authority in your industry gives you credibility.

According to Zipf’s Law, consumers’ verbalized preference of a brand directly correlates with their actual buying habits. They’ll intentionally narrow their possible choices of a brand until there are a couple preferred products. In other words, the companies which have established enough rapport will be the competitors who remain. Lesser known brands will no longer be the choice of consumers. If your company is the one they think of when they think of that industry, it will be the one that customers continue to go to.

Developing this trust is vital because it turns one-time customers into lifetime customers. Loyalty creates shorter sales cycles by reducing any doubt or worry potential clients may have about working with you, and develops long-term relationships that develop a consistent revenue stream. In essence, authority leads to brand recognition, and in turn, profitability.

There a few steps you can take to becoming an authority in your industry:

  • Develop a specialization. Companies that have a specific niche focus have a specific client focus. Specialization allows you to personally cater to clients.
  • Choose the right channels of communication. Understanding the demographic of your audience will allow you to better know where they’re getting their information from and develop a relationship with them. What social media sites do they use most? Do they respond better to videos or images?
  • Understand what your clients value. Knowing the age of your target audience is one thing, but understanding their behavior is just as important. Creating a psychographic profile your audience will help you provide a product or service that they value.
  • Don’t be afraid to take risks. As an authority, you’re not following the status quo. You’re setting it, allowing others in your industry to follow your lead.
  • Address industry changes openly. Be innovative; being an authority in your industry isn’t going to come from doing what every other company is doing.

Studies have shown time and time again that when bombarded with choices, customers will go with the product brand they’re familiar with. In the same way that a customer in a grocery store will pick up the Heinz ketchup bottle because they recognize the brand, your customers will rely on the authority in your industry. Developing trust and establishing yourself as an authority is key to building customer loyalty.

Push Notifications, How They Drive Engagement in Mobile Apps

Push Notifications, How They Drive Engagement in Mobile Apps

An ever-growing mobile audience is challenging the mechanisms needed for marketers to interact with the audience’s fluid movement. Desktop Marketing finds itself struggling to keep up with the quick pace and instantaneous engagement on mobile devices. Despite the statistic that desktop still accounts for 42% of internet time. Web push notifications, also known as browser push notifications, are a new channel of marketing that brings the personalization of the mobile medium to the desktop.

Web push notifications are pop-up messages from a website that, when clicked, send the user to a specific link (for example, a new blog post). They’re not the same thing as web notifications, which are active only on an open web page. Instead, web push acts much like mobile application notifications, which are initiated only when the user gives permission to receive them. After the user gives permission, the company can send push notifications at any time, even if the website isn’t open in the browser.

A clean example of this is when a newspaper can notify its readers about the content of the most recently posted story. This immediate interaction helps to provide additional context to the story at hand.

Unlike the more common medium of email marketing, web push allows websites to engage users without having their contact information. Users are more likely to opt-in to the push notifications because they’re generally less invasive and make it easier to unsubscribe. Research has shown that less than 10% of users who opt-in for web push notifications unsubscribe within a year. This is despite the ease of opting out.

These are not the only benefits to using web push notifications:

  • Web push notifications deliver immediately to users, eliminating the possibility of being sent to a spam folder, like email.
  • Web push notifications have conversion rates 30 times that of email.
  • Push notifications are less content-heavy (generally between 40-120 characters) and better appeal to the shortened attention span of the consumer audience.
  • Web push offers the benefit of mobile app push notifications without investing money in developing an app.

Web push is supported by Safari 7.0.3, Chrome 42, and Mozilla Firefox. The channel continues to grow, pushing email marketing to the wayside and offering companies a more direct and concise avenue of communication with consumers. While there is yet to be much research on the direct success rate of websites using web push notifications, it is expected that it will be close to that of push notifications in mobile apps, which boost engagement by a notable 88%.

Web push notifications allow for a low-profile and noninvasive way to communicate with customers. Its low cost makes it a great investment for small and medium-sized businesses, so we can expect it to be on the uprise within the coming years.

Bluetooth Low-Energy (BLE) Beacons Are Making Mobile Apps Smarter

Bluetooth Low-Energy (BLE) Beacons Are Making Mobile Apps Smarter

Advertisements today can be overwhelming to consumers. Especially in the last decade as advertising has come to focus upon online consumerism, customers are constantly bombarded with popups for the latest and greatest products. The negative response to this shift in marketing has led to a need for innovative and unique technologies that avoid overwhelming consumers while still reaching an audience. Indoor location technologies, such as Bluetooth Low-Energy (BLE) Beacons, is one of these innovative designs.

What are BLE Beacons?

Bluetooth Beacons are wireless devices that draw attention to a specific location, within a finite space. A clear example of a beacon is a lighthouse: its light draws attention from offshore ships, letting the ships know their distance from the lighthouse and the shore. Bluetooth Beacons do the same thing in a virtual environment, allowing brick-and-mortar businesses to send out signals to mobile devices in the immediate area.

Bluetooth Low-Energy Beacons, also known as Bluetooth 4.0, are just as their name suggests. They do the same thing in practice while maintaining low energy consumption.

How do BLE Beacons work?

The wireless device draws attention to its location by periodically putting out a radio signal. This radio signal consists of a small packet of data, usually advertisements. A beacon at a sports store, for example, might periodically send signals for current deals on hiking boots. Compatible mobile devices within close proximity to the beacon (usually about 100 meters) would then receive those advertisements, triggering applications to prompt responses like push messages or actions.

Why use a BLE Beacon?

Bluetooth Beacons, in general, allow businesses to deliver highly contextualized and personalized advertisements to their customers. Unlike other indoor location technologies such as GPS and NFC, Beacons are hyper-localized and specified for indoor environments. This means that the customer isn’t going to get advertisements for every store in the mall, but they also don’t need to be standing directly next to a product to receive an advertisement.

BLE Beacons also cost 60-80% cheaper than classic Bluetooth Beacons (although classic Bluetooth is recommended for more complex applications). Their low-energy consumption allows them to last much longer than the classic Bluetooth Beacon. The BLE Beacon stays in sleep mode unless it is actively configuring a connection, so it can last up to 3 years on one coin-cell sized battery.

Who benefits from using BLE Beacons?

Both Classic Bluetooth and BLE Beacons can be beneficial to a company. Classic Bluetooth can handle larger amounts of data, but BLE Beacons are ideal for transmitting advertisements to applications that periodically use small amounts of data. This, in addition to their low-energy consumption and cheaper cost, means that small businesses may benefit from using a BLE model over classic Bluetooth location technology.

The value of in-store retail sales influenced by beacon technology increased by $40 million between 2015 and 2016. The benefit of being able to personalize advertisements to customers continues to appeal to businesses, and it’s expected that 4.5 million beacons will be active by 2018.

Top NYC Tech Conferences in 2017

Top NYC Tech Conferences in 2017

New York City is a massive hub for the technology and marketing industries. As home to so many successful companies, the Big Apple is the natural gathering spot for some of the biggest tech industry shows and conferences. 2017 is bound to be another dynamic year for the digital advertising industry. Here are the shows you may want to visit this year:

Top 5 Tech Shows in NYC for 2017:

  • Industry Preview — January 18-19. Industry Preview prepares digital marketing professionals for marketing technology in 2017. Senior executives from companies including Google and Facebook offer insight into upcoming changes and how to use their platforms to benefit your business through online marketing strategies.
  • Social Media Week — February 27-March 3. You won’t want to miss this week chock full of education and networking. Social Media Week will cover everything from content marketing to data and analytics. Get up to date on the latest social media trends and learn to use them to benefit your business. Industry leaders will share strategies to use technology and digital marketing to grow your company.
  • Digital Strategy Innovation Summit — March 21-22. This conference focusing on digital marketing strategies features senior executives from companies ahead of the curve in technology and marketing. Attendees will learn about optimizing digital platforms for businesses and using digital strategies to build trust with consumers.
  • Search Marketing Expo /SMX – East — October 24-26. This digital marketing conference will dig deep into Search Engine Optimization and Search Engine Marketing strategies. Sessions vary from introductory lessons for those new to SEO to advanced discussions for those familiar with the lingo. This conference will teach you all you need to know about how to use SEM to benefit your business.
  • New York Business Expo & Conference — November 10. This annual business conference is geared toward small businesses. Attendees will have the opportunity to network with other small business owners and gain in-depth training and knowledge. Education and teaching will focus on sales, marketing, financing, social media strategies, and businesses startup and growth. This event designed for small and mid-size businesses will offer the perfect strategies to jumpstart your business in 2017.

Whether you’re looking for an overview of the top digital marketing trends or an in-depth education on SEO, New York City is the place to find it. These top conferences offer an excellent way to learn from the best in the industry and connect with other professionals in marketing and technology.

What is Influencer Marketing?

What is Influencer Marketing?

The emphasis of digital marketing has continually shifted over the past three decades. For the last few years, our industry has been consumed by content marketing. Now, a marketing shift toward influencer marketing has grasped our collective attention. The product or service is falling subordinate to the salesman’s sales-pitch.

Influencer marketing relies on the individual’s popularity or reputation to draw market share to a company’s bottom line. A person’s online persona can sway the choice of thousands of followers in an instant. Their popularity enforces the value of the product, encouraging followers and fans to buy the product. If a consumer finds the influencer enticing, often all that is needed is a simple Tweet to bend a market.

The rise in social media has created a far stronger illusion of intimacy between big names and average people. Instead of relying on traditional media, consumers can go directly to a politician’s Facebook page, or see pictures of a celebrity’s child on Instagram. This direct connection between influencer and follower deceives the follower to trust an influencer in the same way that they might trust a friend or family member. Influencer marketing offers a new type of digital and mobile advertisement that appears far more organic and natural.

Goals when engaging influence marketers:

  • Plan in advance. The use of influencers requires research and focus. A scattered, shotgun approach to marketing runs contrary to the use of influencers.
  • Be strategic in your selection of individuals. Each influencer has a specific audience that follows specific individuals. Each audience has its own habits and tastes. Select a palette of influencers to facilitate your goals.
  • Allow the influencer to use his or her own voice. Influencers have a following because of their brand; they speak with their own voice. This is why you hire them. Let them do their job.

Influencer marketing allows the company to step deeply into the consumer’s circle of trust. In the same way that we are more likely to listen to a good friend, consumers rely on social media to construct their reality. As marketers take hold of this opportunity, consumers become less hostile and more accepting of endorsement by influences.

If you want guidance selecting the elements of you next marketing campaign, contact Colure’s advisory team.

Big Data Analyitics

Big Data Analyitics

The recent digital explosion has not just been limited to devices and mobile applications. The analysis of large sets of digital data is now more important than ever. The growth and practicality of digital analytics in recent years has made it more accessible for companies to take the leap into data mining.

Big data analytics allows you to assess large sets of raw data to reveal patterns, trends, unknown correlations, industry trends, consumer preferences and other valuable sets of information. You can take that valuable information and use if to generate new revenue, better service, and improved efficiency. Big data is very important because it can give companies the edge they need to give them a leg up on the competition. Leveraging data-driven strategies will lead to increased competition and innovation.

With Big Data, companies can acquire more in-depth knowledge about how their business operates, which in return can lead to improved performance and decision making. If you want to know the quantity sold of a particular product or service, you can track that with big data. If you want to know which products did not perform well you can track that with big data. If you want to the particular demographic of who bought your product or service, you can track that with big data. The possibilities are becoming endless. Amazon has been using big data to take their business to the next level.

The online retailer has been using big data to extract large amounts of data on consumer names, addresses, payments, and search inquiries. They also use this information to improve customer relations. Netflix has also used data analytics to find ways to improve their entertainment streaming service. They have an abundance of data that they use to provide insight when it comes to analyzing the viewing behavior of their subscribers giving them information n what content they should pursue and in which markets, both domestically and internationally.

To get ahead of the competition you have to understand where you are as a company and know how your company stacks up against the industry leaders. Big data analysis gives companies that opportunity to close that gap and create leverage for themselves. Big data, provides insight your market, your clients, and yourself.

Live streaming video

Live streaming video

One of the fasting growing video sharing innovations is through the live streaming of real events. Live streaming is the new kid on the block giving viewers the opportunity to see videos over the internet in real-time, and the chance to engage with brands in an authentic and transparent way. It is becoming evident that people want live content in real-time, but is live streaming a sustainable business practice that is here to stay? 

Video marketing is now most beneficial way to promote your services on the web and live streaming is just a better way for brands to develop more interactive marketing campaigns. It is less expensive than traditional video marketing. All you need is a mobile phone and someone interesting enough to captivate an audience. It will be interesting to see if the cost effectiveness allows live streaming to usurp traditional video marketing, similar to the way reality TV began to overtake traditional studio-produced shows. People want to know what’s going on with their favorite people and brands. They don’t want a choreographed routine. They want something that is transparent.

Businesses are learning to expand their reach with live streaming. Companies are shelling out large amounts of dough to launch campaigns through live streaming. The titans of social media such as Twitter, Facebook, Snapchat, & YouTube have all been investing in efforts to enhance their streaming platforms, but other companies are starting to join in and grab a slice of the pie. Target sponsored the first-ever live streaming of a music video, which garnered over 25 million views during the commercial break at the Grammys. This turned out to be a massive success.

While live-streaming indeed provides certain advantages to communications, it still presents several risks. Not all projects will pan out. People are used to watching content when they have the chance, but live streaming places the viewer in the hands of the streamer. Gathering feedback is often an extra step that is often not engaged to measure the effectiveness of a streamed event. Live streaming is proving to be attractive; it should be part of our mobile lexicon for some time.