Users three times more likely to engage with video on mobiles than desktops

dot rising reported last week that “new data reveals that those who view videos on smartphones are nearly three times more likely to click through to a brand’s website than if viewing videos on laptops or desktops.”

The report by Unruly revealed new stats that show CTR on desktop at 5.45%, compared to a 13.64% on mobile. As well as this, the data highlights that interaction rates for mobile are up a massive 105.63% to 22.64% in Q3 2013.

dot rising comments that “The continual reports regarding the rise in popularity of mobile highlights that now, more than ever, brands must ensure their sites are successfully optimised for mobile and tablet users. As well as this, branching into the realm video marketing is also of utmost importance for companies looking to stay on-trend and relevant for consumers”

Smart mobile ad

I saw this on Best Ads and thought it was pretty smart:

To promote LG’s new smart phone G2, M&C Saatchi, Stockholm created a whole new way of making banners relevant to mobile users. The banners detect what phone you are using, compare it to the LG G2 and customize the message. The banners appeared in Scandinavian HTC’s, Samsungs and iPhones on the 4th of October, 2013.

Snapchat and you – what to do.

18.6% of iPhone users have the Snapchat app making it the ninth most popular iPhone app there in terms of usage.

So what is Snapchat?

Snapchat is a social photo app that allows users to send photos and videos up to ten seconds to a friend before the file self-destructs. Never to be seen again. Yeh – its like the mission impossible app!

So how can your brand use it?

Well in one of their handy e-books HubSpot suggest the following uses:

  1. Send discounts and coupons
  2. Host a contest
  3. Go behind the scenes at your company
  4. Sneak peak new products

What are the risks?

Snapchat has been criticised for encouraging sexting and despite message self destructing people have been saving images and sharing them on other social networks (i’ll let you google image search this one yourself!). Brands like Karmaloop are active on the platform and Megan Knisely, Karmaloop’s marketing director, said she’s willing to let her brand occasionally show a little skin to get the attention   “Our snaps are not for the faint of heart—you got to be ready for a little bit of boobs and butt,”. Taco Bell are also active on the site, but they aren’t going the boobs and butts route.

Snapchat Stories

So snapchat is all about the moment, so its there and gone, but recently they introduced Stories. Stories allows you to add a “snap” to a feed for 24 hours before it vanishes. This clearly seems like a move that will help them monetize the platform and get more brands on board, but is it not a change in direction. I wonder will this impact the platforms popularity?

So what now?

Snapchat is certainly one to watch. But when we are looking at your resources and allocation of budgets, unless you are in the Taco Bell, Coca Cola (global brand, big spend space) this is probably all it is for now – one to watch. If you are a big brand in an emerging snapchat market, there could be merit in talking to them about a campaign that could get you a first mover/early adopter advantage.

Is Ryanairs’ Twitter strategy right?

So Ryanair has joined twitter and while I don’t claim to know their strategy they have set thir stall out pretty early. Launching the account they made it clear that they are not there to listen to complaints – essentially saying they have too many customers, and to the more cynical of us they are possibly saying they have too many complaints!

So Ryanair is on twitter for one reason (it seems) and that’s to sell us stuff!

And while there is nothing wrong with that as such, I would always suggest to brands that twitter should be about doing more than that. Customer care is a place a lot of service brands tend to go but there is more you can do.

A great example, bizarrely, is the Irish police Garda twitter account. They have shown fantastic personality and sense of humour on twitter

O2 in the UK had this funny “Ghetto Slang Exchange” recently

O2GhettoSlang

Here is another one from the USA between IHop and Simon Dumenco (seen on adage)

IHopTwitter

So Ryanair are clearly recognising that twitter is a channel they canno longer ignore, good news for twitter advocates as it shows the power of the platform, and I imagine we will see a lot more promoted tweets from them.

But is that enough?

In my view its not, so I hope Ryanair plan to do more, maybe get us behind the scenes at the airline and show us they actually can be likeable (even if they don’t really want to hear about your complaints!). This early tweet suggests they might be ready to have some fun, lets hope so

The Irish Digital Consumer Report 2013

ImageReally clever idea by Digital Planner Shane O’Leary. He has created this really useful resource for people who are interested in digital stats. This is a great example of content marketing for a few reasons:

  1. Shane has created something people want (and are searching for)
  2. He has made it available to download through his site (driving visits)
  3. People are now more aware of digital planner Shane O’Leary
  4. Finally he has shown that content doesnt need to be intimidating or ridiculously long to be of value

If you would like your copy of the The Irish Digital Consumer Report 2013 – check out Shanes site here

Romanian Coke ad merges Twitter and TV advertising

I read this on .rising this morning (a great resource). Its another bid of advertising innovation, this time using live Tweets in a TV ad. .rising explain it really well and there is (a slightly annoying) video that shows it in action.

In a bid to connect the often separate worlds of TV and online advertising, an innovative ad created by Coca-Cola and aired in Romania used software that allowed a TV advert to air live tweets by viewers while it was playing.
As the video below explains, Coke’s spring campaign in the European country looked to address the fact that 60% of people in the country prefer to sit in front of the TV instead of eat their meals together. Inviting them to share a Coke and eat a meal with others who may also be eating alone, viewers were asked to tweet with the hashtag #LetsEatTogether.
Ad agency MRM Worldwide in Romania then quickly edited the tweets that would flow in, selecting five to seven to be included in each ad placement.
The campaign, which took place in spring, made it to the national evening news, and saw Coke’s Romanian followers increase by an impressive 15%.
Nir Refuah of MRM highlighted the fact that the integrated media drove excitement for the campaign, saying: “It made people actually wait for the ad. How often does that happen?”
Innovation in advertising ensures viewers view brands as fun, fresh and interesting. By interacting with Twitter followers and getting them involved in Coke’s conversation, the drinks company managed to improve the reputation of its brand in the area and, hopefully for the company, help ensure people got together to eat, tweet and drink a coke in the process! Smart campaigning, indeed.

Twitter’s new “Conversations” feature

More Twitter news!!

Twitter have unveiled a new Conversations feature.  A vertical blue line that  that connects conversations. Up to now Tweets appeared in a reverse chronological order. To follow deeper threads, Twitter includes a clickable link to instantly  “view replies.”  The advantage of this move, according to Brian Solis is around the longevity of tweets, he says

“If the lifespan of a Tweet meme is minutes, conversations theoretically would introduce longevity into the mix thus keeping people engaged in micro conversations within the greater real-time conversation.”

 

It’s now Easier to Administer Promotions on Facebook

In case you missed it yesterday. Facebook are making it easier to run promotions! Straight from the Facebook for business page
We’ve updated our Pages Terms in order to make it easier for businesses of all sizes to create and administer promotions on Facebook. Here’s what Page administrators need to know:
We’ve removed the requirement that promotions on Facebook only be administered through apps
Now, promotions may be administered on Page Timelines and in apps on Facebook. For example, businesses can now:
  • Collect entries by having users post on the Page or comment/like a Page post
  • Collect entries by having users message the Page
  • Utilize likes as a voting mechanism
As before, however, businesses cannot administer promotions on personal Timelines.
Accurate tagging is required in promotions
In order to maintain the accuracy of Page content, our Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in. So, for instance:
  • It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize
  • It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize
We hope these updates will enable more businesses to use Facebook to launch their promotions. For more information regarding the changes to our promotions policies, check out our downloadable Promotion Guidelines, which include FAQs and best practices for running promotions through Facebook.

Is Content Marketing part of your mix?

Marketing Directors are searching for that something that will help them measure things in a more scientific way, but don’t want data for data’s sake,  they want something that will actually start to shift the needle for business growth but that is clearly linked to ROI.  A big ask, but something the digital space is really starting to live up to, especially with the increased emphasis on content marketing.

There is a danger of getting distracted by the shiny ball and I don’t for one second subscribe to the view that content marketing is going to kill advertising. But it is certainly changing the landscape significantly. The funnel has become more complicated now and we all know how savvy consumers are these days. It’s no longer possible to put lipstick on bad business. As agencies we need to help our clients to do more and move people from being strangers to customers and ultimately promoters of their products.

Content marketing is an incredible tool in your armoury. It is not a shallow advertisement, a blatant self-promotion or an attempt to trick readers. It is about great content that is interesting and engaging. Content that people want to share with a friend, or that makes them feel differently about a brand. Many brands are engaged in a race to the bottom and competing on price, but this isn’t a strategy for the long term, it doesn’t make people feel anything, you are just something on their functional list of “to-dos”.

It is brining relationship marketing into the connected world and offers relevant scientific data that allows you to make informed decisions on.  The days of people saying that “50% of my advertising works, I’m just not sure which 50%” is over. Even the biggest of companies can and should now act like lean star-up’s, testing and tweaking and amplifying what is working to drive better leads and convert more sales.

Shiny Ball warning again. There is of course a danger of getting distracted by a creative shiny ball. As Patrick Collister, a creative director for over 25 years and now at Google says “Within some digital agencies, people tend to think platforms are a substitute for ideas, but you need both. Technology drives creativity, but it doesn’t lead it”.

These are interesting times and I certainly believe that a content marketing strategy should be forming a part of your companies digital strategy.

The Genius ‘Sugarpova’ Stunt

SugarpovaYesterday social media, sports and news sites were buzzing with the news that Maria Sharapova was planning to legally change her name to Sugarpova for The US Open tournament. The Sugarpova story reminds me of the time Louis Walsh made up a story about his boyband boyzone being involved in a plane crash in Australia. It never happened!! But it made the front pages.

This was a genius piece of marketing/pr/content generation – call it what you will. It was practically free (bar the agencies hourly fee to come up with the idea and seed the news). It was all over the place and the brand awareness shot through the roof – globally.

I am sure distributors all across the globe are going to find it a lot easier to get the product in prime positions with retailers clammering to satisfy a demand and need that up to two days ago people didnt even know they had. Last year she sold 1.8 million bags of the sweets you can be sure that figure will double or treble off the back of this stunt.

Clearly this woman and her team get the new rules of media and created a story that people just couldn’t ignore, even if they wanted to. Sometimes less really is more

Cue tennis pun – Advantage Sharapova!