DIGITAL MARKETING CONFERENCE
How to be a video marketing hero
Sophie Rayers, Director of Marketing, EMEA & LATAM at Brightcove
Video is one of the most powerful mediums for establishing a human connection with consumers online. It tells a story, conveys brand personality and, when done right, is the most inherently shareable form of content. As
marketers, it’s our job to get that content out there, and there are plenty of tools and tactics that can help achieve heroic results. Social media is increasingly built around video, but
different channels require different approaches. Are you asking users to dip in and share, or engage on a deeper level? Whichever strategy you choose, remember to monitor clicks and views to determine what’s working for each medium and to track visits back to your site. That information enables you to tune your content more effectively. Most importantly, make sure your video analytics data fits into your overall data to ensure you have a full view of your audience’s behaviour. Emails that contain video generate a 55 per cent
increase in click-through rates, according to
getresponse.com, so don’t forget to include the word ‘video’ in your subject line and incorporate a thumbnail in the body of the email taking users through to your own site. As high quality, rich, immersive content, video also helps drive up search engine rankings. Pages with video are 53 times more likely to rank on the first page of Google search results. Transcriptions can help further drive SEO, particularly if they’re added to the HTML of the page hosting the video. There’s no need to put up with average results for your video marketing. Pack your utility belt with the right tools and anyone can transform themselves into a video marketing hero.
brightcove.com
Driving CX success
Paige O’Neill, CMO at SDL
Organisations are now challenged with customers’ expectations of delivering impeccably integrated customer
experiences on a global scale, through every touch-point. Unfortunately, not every customer will have a positive experience with your product, service or brand. But does a disgruntled customer have to remain that way? Can you win back ex-customers? At SDL we recently explored these questions by asking nearly 3,000 people about their biggest CX success or failure in the last decade. Interestingly, the vast majority (76 per cent) of those surveyed recalled a failure, and only 55 per cent could remember a success. Specifically, 64 per cent will stop recommending the organisation, start looking for alternative brands or actively disparage the company via word of mouth, social media, etc. What’s more, 25 per cent of the ‘massive’ failures took less than an hour to occur and less than the cost of lunch to fix. Avoid engineering the customer journey and the experience around your internal organisational structure. From the customer’s
perspective, the scale of effort needed for a solution may have little to no relation to the perceived severity of the CX failure: little things may be huge issues to the customer. Focus on delivering one face to the customer and one consistent experience so that your decisive customers receive engaging, compelling and consistent experiences at every touch-point along the buying cycle. Aligning the organisation by unifying content, people, processes and technology will enable consistent communication and experience to customers across channels, markets and languages. The research found that the top
three steps brands can take to bring a customer back after a failure include offering a genuine and personal apology, admitting the failure and offering discounts or credits related to the failure.
SDL.com
Alex Simonson, VP SDL Campaign Management & Analytics EMEA at SDL speaks at the Figaro Digital Marketing Conference, where he’ll explain how to make your customer experience failsafe while delivering micro-experiences that increase ROI.
customer journey around your internal organisational structure
Avoid engineering the
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