Advertising And Technology
October 26, 2020
Much has been said about the importance of videos in a brand's marketing strategy, however, let's talk more specifically.
Are videos important as part of an effective brand communication strategy?
Let's listen to the market.
January 8, 2020
I’m not sure it’s needed but frankly when the topic arises (and it does all the time) it’s just too tempting to pass up. Any definition is a bit circular, as “Big” data is still data of course.
Data is a set of qualitative or quantitative variables – it can be structured or unstructured, machine readable or not, digital or analogue, personal or not. Ultimately it is a specific set or sets of individual data points, which can be used to generate insights, be combined and abstracted to create information, knowledge and wisdom. Traditional analysis tools and software can be used to analyse and “crunch” data.
There are “dimensions” that distinguish data from BIG DATA, summarised as the “3 Vs” of data: Volume, Variety, Velocity. Hence, BIG DATA, is not just “more” data. It is so much data, that is so mixed and unstructured, and is accumulating so rapidly, that traditional techniques and methodologies including “normal” software do not really work (like Excel, Crystal reports or similar). Gartner stated that in 2011, the rate of data growth globally was around 59%. This means that almost 40% of all data ever created was created in the previous year and I am sure it is even more now...
April 9, 2021
What is Youtube? Some think that YouTube counts as a social network. Others see it more as an online video platform.
But the truth is that YouTube has two billion monthly registered users around the world and ranks as the most used online platform. This is not something that can be ignored by any brand.
So in that sense, whether or not YouTube meets the criteria for social media is irrelevant. It is more popular than all of them. But with over 500 hours of video uploaded per minute, effective YouTube marketing is easier said than done.
However, YouTube and the rest of the networks have something in common. If brands want to have some level of relevance, they must have a strategy and must be clear that they must think outside the box in order to have a hook with their potential audience.
Year after year we see how brands give after feet on YouTube and fail to understand that they must do things differently, from a creative point of view, in order to make effective use of this powerful channel. Until this is understood, we will continue to see fortunate phenomena that an independent producer has a much larger audience than economically powerful brands. We like that, as it places greater emphasis for success on creativity and strategy than on money.
March 25, 2021
There is a direct relationship between the complexity of a buyer’s behavior, as they travel through the sales funnel, and the number of online shopping options that currently exist for each product category. In this environment, buyers make decisions in a rather messy and increasingly complex way.
We know, for example, that what happens between the end point of the process (purchase trigger) and the process of deciding to purchase is not linear. Also that there is a complex network of contact points with possible options that vary from person to person. However, what is less clear to us is how buyers process all the investigated information and the criteria that ultimately validate the final purchase.
Consumer access to media and information has led to the growth of important influences that do not fit within the traditional approach to brand marketing. This has great implications for brands large and small, since it is possible that because they do not understand the change that is taking place in consumption patterns, their marketing initiatives do not have the ROI that they could potentially have.
Of course, figuring out what consumers think and how they behave is not a new Idea. It is an aspiration that has always been at the heart of marketing. But, as we are about to discover, the context in which marketers try to achieve this goal has changed dramatically.
September 23, 2020
As we have seen previously, a reality of brands in the 21st century is that first of all they have the need to communicate with their target audience in order to establish effective communication and add value to that audience. After an assessment by the client about the brand's offer, they begin to transit the sales funnel.
That means that first you give value and then you receive the purchase of your product or service from your target market. Like life itself …. give to receive!
August 18, 2020
A video, when well produced, allows you to be concise in your message and capture the audience's interest in the first few seconds. Remember that in these modern times your audience rarely has unlimited time to make contact with your brand. Your audience only has MICRO-MOMENTS in most cases. Statistics comment that the audience gives you a period of up to 10 seconds to give you the opportunity to captivate in order to view a complete message. We are convinced that this statistic is very generous, we have seen in Internet consumption statistics of most of our clients that they will give you a maximum 5 seconds of opportunity to convince yourself to continue viewing the message relate to your brand.