Why Is Video Marketing So Important?

People Love Videos

Recent forecasts from Cisco Systems suggest that the number of online video consumers will double to 1.5 billion by 2015, with total online video consumption predicted to quadruple. Since video usage is growing, businesses cannot neglect video as a viable marketing channel. Video allows businesses to create and share remarkable content with their audience in a way that plain text will never match. People love videos because they do not always have the patience or time to read through a lengthy product description. They would rather opt to watch a video that tells them more than words possibly could.

Videos Get Results

While making and publishing videos may not directly bring in the money, smart businesses use video marketing as a tactic to improve consumer engagement, click-throughs, and traffic. A study provided by Implix showed that including video in emails increased open rates by 5.6% and click-through-rates by 96.38% when compared to emails that did not contain videos.

Videos also help to bring in search traffic since the major search engines started ranking videos in their results pages. In this blog post, Forrester Research shares that videos have a 50 times better chance of ranking within the first page Google for their respective keywords. Videos also increase traffic for businesses when they are shared, and with video marketing, there is always opportunity for videos to go viral.

Videos Recreate the In-Store Experience for Customers

Since the digital age has allowed consumers to shop from the comfort of their home, shoppers have lost the ability to actually feel, play with, and see products in person. When businesses create detailed demo videos that explain their products or services, customers do not feel as if they have lost that in-store experience when shopping online. Also, with thorough videos, customer service is no longer burdened with obvious questions such as, “How does the product work?” when the video tells customers all they need to know to make their purchasing decisions.

Videos are Fun for You and Your Customers

Creating a business video is pretty exciting once you get your creative juices flowing. Instead of typing away at a blog post, figuring out just the right words to perfectly describe your business’ product or service, you can make a video that brings your offering to life. This is a great way to let loose and go wild when you conjure up all your creative energies and make an awesome video that everyone besides your mother will want to watch.

Video Marketing is New-Age Marketing

Since social media has redefined marketing, videos have become an integral part of any successful marketing mix. Cross-promoting your videos with all the other content you have is a powerful way to strengthen the different signals you are sending to customers.

A successful video marketing campaign requires support from all your other marketing channels. Share your videos on your Facebook and Twitter accounts; incorporate them into some of your blog posts; and include them in your next email newsletter. Businesses should make awesome videos that complement their overall marketing strategy and keep consumer engagement high.

While video marketing is not a one-stop solution to fame and fortune, the power of video is undeniable.

Thanks to Gil Ngai, President at Calgary Professional Videographers Association & Chief Storyteller at Day One Media, for the contribution.

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How Can Marketers and their Agencies Work Together to Judge the Best Ideas?

Find out on May 20th…

But for now, to explore CMA’s presentation topic on how marketers and their agencies can work together for top-rung results, Sue Blanchard, spoke with Trent Burton, the Creative Director of the WAX Partnership.  In the interview below, Trent shares the nuts ‘n’ bolts of what constitutes great creative for any type of marketing communications ranging from a logo to a multi-media campaign.  Plan to register for Trent’s presentation, and luncheon on May 20, 11:30 to 1:00 pm at the Fairmont Palliser Hotel.

Tell me about your upcoming presentation on what constitutes good creative.

After nearly 20 years in advertising, I’ll be the first to tell you there’s no definitive answer to what constitutes good creative. It’s subjective. Everyone has an opinion. And rightfully so. But what I can say with certainty is that there are certainly criteria you can put against an idea that increases your odds of recognizing whether it’s good or not. My presentation will look at what I think you can do to either judge great creative and or get the best creative out of your advertising agency. It’s a tightrope to be sure, but one I think more marketers shouldn’t be afraid to walk on.

What factors go into a great marketing communications campaign?

There are two or two-and-a-half overarching factors to get you moving in the right direction.

Is the campaign both original and relevant? Creativity for the sake of creativity is wasted effort. If the idea is original and it speaks to your target in a way that’s emotionally relevant then you’ve got a winner.

Are you talking to the right people? All too often marketers try and cast the widest net in their efforts to attract customers. Understandable. But I would argue that you see more effective results when you define your target and speak to them and only them.

What services does your agency provide?

WAX is a full-service advertising, design and brand building agency. That means we do everything but media buying.  It was important to us when we started ten years ago to concentrate on what we knew we were (and still are) good at.  And that’s using creativity as a business tool to build brands. So, whether we’re designing a logo, online content or a full-on advertising campaign, we’re always asking ourselves a few of crucial questions.

  • What’s the business challenge?
  • How do we use creativity to solve it?
  • Is this the best manifestation of the client’s brand?

But back to your question….  I think the service WAX ultimately provides is ideas. That’s our stock in trade.

What advice do you have for clients on how to work with creative teams?

It’s a great question. And while there’s lots of ground to cover there, I’ll start with one crucial piece of advice for clients of advertising agencies:  Be clear.  It will inevitably lead to better work.

Be clear with the business problem you’re trying to solve. Be clear in the direction you want to go. And be clear in your feedback, good or bad.

And if you haven’t book your seats or table already, now is the time.

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Add Some Physical to your Marketing Mix

On their cross-Canada tour, industry experts are stopping in Calgary to share insights and stories around their – and quite possibly your – customers’ demographic preferences, emotional triggers and shopping behaviours.

Direct Mail (DM) is an efficient, highly targeted and very effective way to reach your target market. DM also allows you to accurately measure your response rate and make adjustments throughout your campaign.

If you have questions or have ever been curious about adding physical mail to your marketing mix, now is your chance to explore your options…

Register while you still can…

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Giving a 1 Man Firm Credibility from Day 1

Roger Grant will be speaking at our next Luncheon on April 22. As a seasoned professional in the Name Game, Roger has amassed case studies of his and his clients’ successes. below is one of them:

Launching a New Venture

A seasoned corporate executive was launching a new solo venture.  Brian Hamilton was setting up a management consulting firm to serve small and mid size businesses throughout western Canada.

Big Name Competitors
As the former CFO of a high tech success story, Brian had both the knowledge and experience to counsel clients on succession planning, financing, mergers and acquisitions.  But his new firm would be an unknown entity competing against the big name accounting firms: Deloitte, Ernst & Young, KPMG and PriceWaterhouseCoopers…read more

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Navigating the Global Landscape: Tips for International Marketing

A Great Read By Denver Based Stella Peterson:

In order to get products, ideas and campaigns noticed on a global level, companies have to change their marketing strategies. It has also become necessary for both consumers and marketers to adapt to a different way of thinking. Here are tips on how to stay present and successful in the newly globalized marketing environment:

1. Utilize social media

Social media has become the universal language and both brands and consumers are responding. Popular platforms such as Twitter, Instagram, Facebook, Tumblr and Snapchat now feature “sponsored” posts in which companies can pay to advertise in the form of a tweet, photo, or status. Social media is playing a big role in newly developed communication tactics for global advertising. Eva Lahuerta Otero, an international marketing professor at the University of Salamanca in Spain, notes: “Firms cannot leave social media aside as it is a fundamental part of their relationship strategies.” Consumers are connected now more than ever with their technological lives and tapping into this new landscape is an important way for firms seeking international recognition to connect with potential buyers on a more direct, modern level.

2. Glocalize your product

Glocalization” is an emerging term “used to describe a product or service that is developed and distributed globally, but is also fashioned to accommodate the user or consumer in a local market.” Glocalization allows marketers to expand on an international level while also appealing to specific cultures. According to Professor Otero, “Firms are finally trying to assess cultural values and [country-specific] characteristics” in order to adapt their products accordingly. Starbucks, for example, has effectively “glocalized” its branding, products, and store layouts throughout the world. With the help of its “glocalization” strategy, the company has had huge international success on a PR, marketing, and sales level, with 21,536 stores in 64 countries. According to Arthur Rubinfeld, Starbucks’ President of Global Development, “The company has managed to incorporate sustainable and local elements” from countries in which stores are located by contributing to the local economy and appealing to cultural norms “without losing the essence of the Starbucks brand.”

3. Maintain efficiency and transparency

Access to an international audience also means that firms must remain responsible and accessible to even more potential buyers. “[Firms] need to carefully listen, understand, and respond to consumers,” regardless of whether or not their clients are satisfied, according to Professor Otero. Social media aids in maintaining a level of connectivity and openness, as many companies have already set up accounts on platforms such as Twitter that respond directly to customer questions, complaints, and positive feedback. Despite the movement towards global marketing and expansion, it is important to maintain a human element in present-day interactions rather than switching completely to a technological approach.

4. Develop a unique strategy

It is critical for companies to encourage brand loyalty as more competitors are entering the market. Joint ventures and new communication platforms are disrupting the traditional methods of marketing and forcing companies to think in unique ways about how to reach consumers. In a world where it seems as though everything has already been done, unconventional advertising ideas are garnering the biggest response from consumers. Whether it is through connectivity, innovative products and campaigns, or simply by encouraging a new way of thinking, getting noticed globally through inventive methods is one key for success. For example, Zara, a Spain-based clothing company, has been able to successfully navigate the international market through an “exclusive logistics processing system” that allows the company to put new clothing collections in store worldwide within 15 days. This distribution system has become part of Zara’s marketing campaign and buyers have responded in a loyal, positive way that has yet to be replicated in the retail market.

Businesses must create strategies to keep up with the ever-changing international market. That’s why it’s important to stay in touch with cultural norms and know who your target audience is as it may vary from place to place!


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