Download Roberts_IM3e_PPT_Ch05 - Dr. Robert Davis (Ph.D) FCIM (UK)

5
CHAPTER
ONLINE BRANDING
AND
VIDEO MARKETING
©2013 Cengage Learning. All Rights Reserved. May
not be scanned, copied or duplicated, or posted to a
publicly accessible website, in whole or in part.
How Do You Define ‘New Media’?
Why is New Media an Important
Development for Marketers?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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MARKETER CHALLENGES
IN AGE OF NEW MEDIA
• Management pressure for return on investment
(ROI), (ROPI) for all expenditures.
• Increasing knowledge about the integrated marketing
communications with Internet as one component.
• Understanding the power of the Internet as a
branding medium.
• Understanding the power of other tools, including
video, online advertising, email, and search as part of
integrated marketing campaigns.
• Increasing interest in social media marketing.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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ON DEMAND & PUSH MEDIA
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Apps
DVDs
DVR
Pay-Per-View and Video On Demand
Video Streaming
Online Video Games
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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HOW HAVE CONSUMERS CHANGED?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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EXTEND TO DEVICES, SOCIAL NETS
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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BRANDING ON THE INTERNET
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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MARKETER OPTIONS DEPEND ON
BRAND OBJECTIVES
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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MEDIA CHOICE BY BRAND OBJECTIVE
• TV Best for Generating Awareness
• Print Best for Creating Familiarity
• Good for Promoting Consideration
• Online Best for Promoting Consideration,
Driving Purchase Intent
• All Have a Role in Promoting Loyalty
• TV Least Effective
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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FORD F-150 LAUNCH, 2004
COMPLEX MEDIA PLAN
• TV, Magazines
• Online Ads, Search, Website, SpanishLanguage Media, Offline Events
• “Roadblocks” on Portals, Supporting Email
• In-Market Ads on Auto Sites
 Click-Through Led to Personal Walk-Around
• Roadblock/Email Reached 40% of Target Males
in 1 Day
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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COMPLEX MEDIA, COMPLEX RESULTS
• 6% of Sales Directly Attributed to Online Ad
Exposure.
• Additional Sales from Click-Throughs.
• TV Generates Greatest Reach, Purchase Intent.
• TV Less Cost Efficient than Online, Magazines
• Roadblocks Most Cost Efficient
• Users Searching or Visiting Website More Likely
to Buy.
• Magazines and In-Market Sites Similar in
Effectiveness.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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FORD’S BOTTOM LINE
• Online Ads Cost Effective in 2004
• No Medium Alone Could Produce
Results of Integrated Media
Sales Could Have Been 5% Higher
No Greater Expenditure!
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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ALL STUDIED WOULD BENEFIT
FROM MORE ONLINE $$
% Current $ Online
% Recommended $ Online
Colgate
7
11
Kleenex
3
10
Dove Nutrium Bar
2
15
McDonalds
1
13
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13
MSLO > DIGITAL MAGAZINE FOR IPAD
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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MARKETER OPTIONS ALSO DEPEND
ON CONSUMER STAGE
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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EFFECTIVENESS OF MARKETER OPTIONS
• Initial Consideration Set > Company –
Driven Marketing
• The Traditional Marketing Tool Box
• Active Evaluation > Past Experience
• The Consumer’s Own Experiences
• Closure (Purchase) > Experience of Peers
• Online or Offline, Personal Advice Important
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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BRANDING CONCEPTS
• Brand Equity
• Set of Associations That Allow It to Earn More &
Have Sustainable Advantage
• Brand Awareness
• Remember Seeing/Hearing About Brand
• Recognition (Aided), Recall (UnAided)
• Brand Image
• Favorability, Strength, Uniqueness
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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STATES OF BRAND DEVELOPMENT
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STRONG BRAND DEVELOPMENT
• Interactivity
• Attention and Engagement
• Targeted Marketing
• Information-Driven Marketing Programs
• Integrated with Offline Brand-Building
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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BRAND BUILDING ACTIVITIES
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Excellent Product, Customer Experience
Target Audience - Media Use, Stage in Process
Branding Objectives Essential – Clear Metrics
Consistent Message
Compelling Creative
Balance Online and Offline
Relevant Content, Distributed to Audience
Engage with Audience, Monitor Online Buzz
Grow and Evolve Brand Development Efforts
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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BRAND COMMUNITY
• A “specialized, non-geographically bound
community, based on a structured set of social
relations among admirers of a brand.”
• Spring Up, Unaided Among Brand Aficionados
• Computer-Mediated Communications Facilitate
• Marketer-Initiated Brand Communities
• Time, Expense, and a Great Deal of Marketer Effort
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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VIDEO MARKETING
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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VIDEO FOR ENTERTAINMENT—
AND MARKETING!
The YouTube Search Bar Second Most Used
Google, of course, Is First
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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CONSUMERS WATCHING VIDEO AT
MULTIPLE TIMES ON MULTIPLE SCREENS
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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IMPACT OF VIDEO ON PURCHASING
• Viewing of retail videos increased by more than 9 times at the start of the
2011 holiday season
• Visitors who viewed product videos were 85% more likely to buy than
visitors who did not
• Visitors who viewed videos on the product pages of home retailer Stacks
and Stacks were 144% more likely to add products to their shopping cart
• Visitors who view videos remain on the site for 2 minutes longer than
other visitors and are 64% more likely to purchase
• Retail sites that include video increase conversions by 30% and boost
their average sale by 13
• Visitors who viewed videos at OnlineShoes.com converted at a rate of
400% greater than those who did not, and the site has experienced a
year-over-year increase in video views of 359%.
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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A GLOBAL PHENOMENON
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VIDEO ADVERTISING GROWING
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MANY TYPES OF VIDEOS
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Slideshows
Product demonstrations
How-to and tutorials
Case studies and testimonials
Social videos (promote viewer sharing)
Vignettes or series
Scribing /RSA (animated storytelling)
Branching videos (links embedded in videos)
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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How Do Marketers Choose?
Same as All Other Marketing Programs
Thoughtful, Strategic Objectives!
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Is Professional Production Quality Essential?
Relevence, Timeliness Trumps Professional Production
At Least for Most Applications
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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ELEMENTS OF VIDEO MARKETING STRATEGY
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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WHAT MAKES A VIDEO EFFECTIVE?
• Compelling STORIES
• Content Relevant to Audience
• Creative Process – No Firm Rules!
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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WHAT ARE YOUR FAVORITES?
Business/ Marketing
Entertainment/ Information
Viral
IS THAT THE SAME AS “THE BEST?”
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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IS EFFECTIVE AS MARKETING TOOL
B2B AS WELL AS B2C
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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• Awareness Stage
- Viral Videos
• Consideration Stage
- Webinars, Demos
• Close (Purchase)
- Interactive Videos,
Customer Testimonials
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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GOOD CONTENT
• Decide What Type of Content
• Informative, Entertaining, Trust Building,
and more
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Clear Marketing Objectives
Understand Target Audience
Develop Relevant Content
Integrate, Disseminate it Across Channels
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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GOOD STORYTELLING
• Tell a Simple, Engaging Story
• It’s Not a Selling Message
• Show, Don’t Tell
• Content Must Carry Out Objectives
Only Perspective That Matters – Customer’s!
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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OPTIMIZE FOR SEARCH VISIBILITY
• Use Relevant Keywords-Title, Posting
• Text Wherever Possible
• Tag (Relevant Keywords), Description,
Anything Else Site Allows
• Good Title
• Optimize Video and Page URLs
• Encourage User Ratings
• Consider Submission Services
• Keep it Brief!
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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OPTIMIZE FOR SHARING
• Use Feeds to Other Accounts
• Facebook to Twitter, for example
• Encourage Friends, Fans to Share
• Share Icons/Bars
• Ask Them to Share, Like, +1
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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WAYS TO PROMOTE YOUR VIDEO
• Post on All Your Channels
• YouTube, Facebook, Tweet a Link, Email,
and all other channels
• Reach Out to Business Partners
• Be Active In Social Space
• If You Retweet Relevant Videos, Better
Change of Getting Retweets
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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YOUTUBE INSIGHTS (GOOGLE ANALYTICS)
Only For Video (Channel) Owner
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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PLATFORMS PROVIDE
VIDEO-SPECIFIC METRICS
• Placements-Number of Times the Video
Posted with Unique URL
• Original (‘Seeded’) Videos Uploaded by Owner
• Posted by Others
• Mashups, Parodies, and more
 Can Hope it Goes Viral
• Comments and Ratings
• Engagement Measures
• Completion Rates, Fast Forwards, Abandonment
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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HOW TO MEASURE VIDEO SUCCESS?
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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VIDEO ACCESSIBLE TO SMALL
BUSINESSES AS WELL AS LARGE
• Video Advertising
• Uses Basic Online Ad Techniques
• Robust Targeting Options
• Promoted Videos on YouTube
• Video Channel
• YouTube, Vimeo, others
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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VIDEO AS A TOOL FOR SMALL BUSINESS
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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COST EFFECTIVE VIDEO MARKETING
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Show Product in Use
Give Instructions, Advice
Encourage Customers To Make Videos
Post On Website, Channel, Blog,
and more
• Study and Learn from Analytics
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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VIDEO MARKETING BEST PRACTICES
• Social Marketing Goals
• Videos Part of Marketing Effort
• Have Marketing Plan, That Includes Video
• Be Social
• Include Sharing Options
• Encourage Interaction
• Measure Results
• Video as a Relationship Building Tool
• Monitor What Viewers Say
• Study, Learn From Each Campaign
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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SUMMARY
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Consumer Media Habits Shifting to Ondemand
Online Advertising, Promotion Takes Advantage
Good Online Branding Needs Good Formats
Good Online Branding Conforms to Customer Stages
Brand Equity, Brand Image both Important
Trust Essential
Branding Ongoing Process
Brand Communities Can Be Helpful
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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SUMMARY - CONTINUED
• Video Marketing Has Great Reach
• Consumers Time Shifting, Using ‘Second Screen,’
including Mobile
• Video Impacts Purchase Behavior
• Many Options for Marketing Videos
• Professional Production May Not Be Necessary
• Publish, Optimize, Promote, Analyze
• Storytelling an Important Technique
• Video Works for Businesses, Small & Large
©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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