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The Future of Online Video Trends (and How to Keep Up)

Posted by Joe Weir on January 12, 2018 at 11:56 AM

It's been nearly 13 years since the first video was uploaded to YouTube, and since then, the platform has amassed more than a billion users. From social feeds to online streaming networks, video content is everywhere — and yet audiences' appetites only seem to grow. Massive global brands and small businesses alike are looking for ways to capitalize on online video trends.

There's just one problem: Since online video trends are constantly changing and growing in complexity, knowing where to invest your marketing budget and how to maximize your success can be challenging — especially for smaller companies with fewer resources.

To help, we took a look at the future of video marketing and compiled a few tips on how you can keep up.

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Topics: Video Advertising

What Millennial Parents Want From Digital Marketing

Posted by Carlye Creel on January 10, 2018 at 2:20 PM

Everyone from late-night television hosts to your aging relatives thinks they have the millennial generation figured out — and that's the problem. These generational stereotypes may be good for a laugh, but they do a disservice to brands seeking to reach customers in this age bracket.

The huge population of millennial parents is a good indication of this problem. According to research from Barkley, 40 percent of millennials are already parents. In many cases, this group of millennials has little in common with the stereotypes associated with young customers. So how can brands market to millennial parents in a way that resonates with them?

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Topics: Digital Marketing Strategy

How Co-Viewing and OTT Devices Drive Explosive Engagement

Posted by Solomon Cormier on January 8, 2018 at 1:53 PM

Want to get audiences talking about your brand? New research from the Interactive Advertising Bureau (IAB) found that you should ensure your ad strategy includes over-the-top (OTT) devices and airs during programs people watch together.

People are not only more likely to talk about the products or brands they see, they're also 10 percent more likely to change their minds about the products they see when co-viewing on an OTT device rather than linear TV, according to the recent report.

OTT Co-Viewing Is a Powerful Trend

So why does co-viewing (particularly with OTT devices) yield such great results? The IAB noted that this activity is more common "among younger viewers, and with strong brand engagement." Given that a Media Math study concluded that 64 percent of millennials reported being brand loyal — or more brand loyal than their parents — it's no surprise that these younger audiences are more engaged with OTT ads.

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Topics: Digital Marketing Strategy, Video Advertising

How are Disruptive Web Users Influencing the Automotive Industry?

Posted by Pete Stafford on January 5, 2018 at 10:48 AM

Millennials' preferences and online habits have affected multiple industries in recent years, but even these disruptive web users will need to buy a car at some point. And you'd better believe that when they do, they're going to do their homework first.

J.D. Power's U.S. New Autoshopper Study showed that customers who use services like Uber, Airbnb and Netflix — considered "disruptive web users" for their preference of web-based platforms over traditional services — tend to spend significantly more time researching cars when shopping. This audience is bigger than you may think, accounting for about 33 percent of Generation Y and 18 percent of Generation X, as well as 6 percent of Boomers and those older than them. Before making a purchase, these individuals visit as many as 12 websites, whereas traditional shoppers typically visit nine.

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Topics: Digital Marketing Strategy, Automotive

Psychographic Marketing: What Marketers Need to Know

Posted by Carlye Creel on January 3, 2018 at 10:41 AM

If the term "psychographics" brings to mind images of lava lamps and tie-dye shirts, think again.

Psychographic marketing isn't a throwback to 1970s business promotion techniques, but rather a marketing approach that focuses on human attitudes and interests. Here's some insight into psychographics, and tips for putting them to work for you.

What are Psychographics?

When marketers dig into the psychographics of their target customers, they're learning about behaviors, values, interests, opinions, attitudes and activities. This approach often augments traditional demographics-based audience personas.

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Topics: Integrated Marketing

Mobile Commerce Takeover: What This Means for Marketers

Posted by Ashley Rios on December 29, 2017 at 9:32 AM

Retailers that are trying to navigate the changes brought about by mobile commerce likely have their hands full.

According to a report from eMarketer, mobile purchases are expected to account for the majority of e-commerce sales by 2021. Meanwhile, mobile sales solutions are transforming  the brick-and-mortar retail space and raising customer expectations for the kind of experience that businesses should offer.

Between the changing trends and new technology, marketers will be busy upgrading their digital strategy. Effective retail marketing will need to find a way to leverage digital channels for improved customer engagement while better understanding the way people shop in a mobile world. Here are some key trends (and changes) to keep in mind.

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Topics: Mobile Optimization and Advertising

How Video Responses Turn Customers Into Brand Advocates

Posted by Carlye Creel on December 27, 2017 at 2:20 PM

The growing number of online purchases has officially eclipsed in-store transactions, according to data from comScore. But while the number of face-to-face experiences is declining, brands are arguably more connected to their customer bases than ever before.

Thanks to social media, online chat tools and other tech-enabled solutions, customers can quickly and easily raise questions, address concerns and provide feedback. However, there's one especially personal method that stands above all others: video responses.

Video may seem time-consuming and challenging, especially for smaller businesses with fewer resources. But thanks to the proliferation of cutting-edge gadgets and ever-present smartphones, sending personalized videos to your customers now takes mere minutes. Here's why video responses are so powerful, and how you can use them to boost customer satisfaction.

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Topics: Digital Marketing Strategy

What Owners Need to Know About Small Business Data Analytics

Posted by Brooke Huntley on December 22, 2017 at 1:38 PM

If you're investing in digital marketing, small business data analytics should be top of mind as you link efforts like content, social media, ads and email to realize a return on your investment.

According to research from HubSpot, just 61 percent of marketers believe they have an effective strategy, while 24 percent have no idea whether their leads are turning into sales. In addition, 40 percent said proving ROI is a top challenge.

Those stats suggest there's a lot of room for improvement. However, the beauty of digital tech is that it allows for detailed tracking and analysis of everything you do — but only if you're set up correctly and know how to use the tools.

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Topics: Analytics

How a Vehicle Detail Page Can Influence Car Shoppers

Posted by Theodore Pearsall on December 20, 2017 at 10:56 AM

The automotive industry flaunts some of the best marketing tactics: glowing testimonials, virtual ride-alongs, creative sales campaigns and breathtaking photography.

And it all works — 88 million vehicles were sold in 2016, which was an increase of 4.8 percent over the previous year, according to the 2017 Automotive Trends report from Strategy&. But when it comes down to signing a purchase agreement, it's clear that customers want to know the details of the car they plan to buy.

That's where a vehicle detail page (VDP) comes into play. An overview of a popular make and model isn't good enough. It's time to get specific about individual vehicles for sale.

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Topics: Digital Marketing Strategy, Automotive

Why Keyword Research Is Critical for SEO and Content Marketing

Posted by Ashley Rios on December 18, 2017 at 9:42 AM

One of the first things SEO professionals do when they're putting together a campaign is keyword research. This is the process of choosing and evaluating the marketability of words and phrases that consumers might use to search for a specific business — but it's not as simple as that. Search Engine Journal adds that good keyword research looks at how different demographics search across multiple devices and platforms. So, if for instance, a marketer is looking at keywords for a local plumber based in Chamblee, GA, they might research what kinds of searches different consumers in suburban Atlanta perform when they're looking for a plumber. While trying to think like your target customer is a good start (in this instance, marketers might choose keywords like "Chamblee plumber," "Chamblee clogged toilet" or even "Atlanta plumber"), there are some big reasons why you should invest the time and money in keyword research, even if you're not sure if you need to.

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Topics: Search Engine Optimization (SEO)

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