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Youtube Stats - Answer - First video aired on 4/23/
- over 1 billion unique visitors/month, 6 billion hours of videos/month
- 25% of views come from mobile devices
- Second largest search engine behind Google
- 17% of all internet traffic
- 56% of vides are <2mins
Most common videos - Answer - Explainers
- Product Demos
- How-Tos
- Testimonials
Video Stats - Answer >4/5 Twitter users watch video content on Twitter
10billion videos/day are watched on Snapchat 500million people/day watch videos on Facebook 85% of videos watched on Facebook are watched without sound
Video Views - Answer A video is considered a view on Facebook if it runs for at
least 3 seconds
Impact on Video on email - Answer Including video in email increase consumer
engagement and has an overall positive impact on the channel The word "video" in email subject line
- increases open rates by ~20%
- increases CTRs by ~65%
- reduces unsubscribes by 26% A video included in the email increases CTR by 200-300%
Impact of Video on Websites - Answer Video has a roughly 100% increase in
conversion rates
Online Video Stats - Answer - online videos will account for 80% of all consumer
web traffic by 2020
- 83% of consumers indicate they're willing to share videos they like with their friends and peers
- 85% of the US internet audience watches videos online.
Business goals for using online video - Answer - Communication
- Sales
- Lead Generation
- Customer Service
- Promotion
Customer preference/behaviors - Answer - 2/3 consumers prefer watching
explainer videos
- 3/4 millennials say video helps them in comparison shopping
- 40% of consumers say videos increases the chance of purchasing a product through their mobile devices
- 69% of users prefer to watch a video to learn a product/service than reading about it
Video Content Tips - Answer - Capture attention early
- Shorter is typically better (30secs - 2mins)
- Keep it casual
- Maintain relevance
Onsite Video - Answer Onsite videos are a use of videos on an organizations
website
Online Video - Answer Online videos are videos residing on a third-party site such
as YouTube
VSEO - Consumer Driven Components - Answer - Rating: Viewers of videos can
rate a video by giving it a thumbs-up or thumbs-down
- Comments: Consumers can also provide comments for the video. Comment count has been shown to strongly correlate with higher rankings
- Views: The total number of video views is also a ranking factor
- Shares: By encouraging users to share the video, we entice advocacy and drive more views. Shares have also been shown to have a strong tie to first page rankings
- Playlist Additions:
- Subscribes: users can subscribe to a channel. There's a moderate level of correlation between subscriber size and rankings
- Flags: Users can flag videos with the report feature
Video on Facebook - Answer - 8 billion daily video views on Facebook
- 85% of users watch the videos with the sound off
- Videos are in the highest engagement rate despite making up only 3% of content
Facebook Video Best Practices - Answer - Set the user's expectation: Provide a
brief explanation of the video
- Keep the video short: Preferably 60 seconds or less
- Hyper optimize the first 4-5 seconds: Consider ways to capture their curiosity
- Select your thumbnail wisely: select an image that is intriguing and entices the user to press the Play button
- Include CTAs: Encourage deeper engagement when that's the goal.
Video on other Social Media sites - Answer - Consider platform
capabilities/constraints: o Length o Sound o Aspect ration o Optimize (keywords & hashtags) o CTAs
- Contemplate user behaviors on the platform
Measurement & Reporting - Answer - Watch time
- Views
- Average view duration
- Likes and dislikes
- Comments
- Shares
- Videos in playlists
- Subscribers
- Audience Retention
- Demographics (Age, gender, and geography)
- Traffic sources
- Playback locations
Media Types - Answer - Paid Media: This is media where we have to pay for it. We
can think about this as advertising.
- Owned Media: This relates to media channels that we own (e.g. websites, social media, blogs)
- Earned Media: This refers to publicity obtained through promotional activities. whenever someone or an organization advocates for our brand without receipt of payment
Paid Video Promotion (Paid Media) - Answer - Search Ads
- Discovery Ads
- Video Ads
- Overlay Ads
- Bumper Ads
- Sponsored Cards
Search Ads - Answer These appear at the top of the search results page in
YouTube above the organic results and have a yellow ad icon associated with them.
Discovery Ads - Answer These are thumbnail image ads that appear in the upper
right corner of the search and watch pages
Video Ads - Answer These ads appear at the start of or during regular YouTube
videos. With this format, brands can include a small banner ad next to the vide for free
Overlay Ads - Answer These are ads that are only available on YouTube's desktop
platform. The ad can be text or images.
- Payment Transaction Capabilities: Payments can be processed through the user's mobile network
- Native Content Creation Functionality: The ability to record video, take pictures, capture audio, draw, etc on a mobile phone
- Measurement: Capturing user analytics across mobile devices can be a huge value for marketers
- Social Connectivity: Each time a consumer has a brand interaction, they can easily share that experience with their social network
- Augmented Reality: This technology allows marketers to augment interactions with embedded content that can enhance the customer experience
- Digital Interface: Consumers are beginning to leverage their mobile phones to control IoT devices
Mobile Application Considerations - Answer - Goals
- Customer Strategy
- Platform and Buildout
Goals - Answer it's critical to begin the process of building out a mobile application
by thinking about what the business and marketing goals are within the app
Customer Strategy - Answer We want to leverage all insights we have about our
target audience:
- Personas: A great starting point is to reflect upon our user personas
- Social Listening: We can use social listening tools to gather insights from our target audience
- Buyer Journey: What do we know about the process our target audience follows and the various paths taken to purchase our offerings
- User Stories: We can also build out user stories to help clarify the features and functionality within the app
- User Feedback: We can do so through focus groups and surveys to better understand their interests
Platform and Buildout - Answer - OS & Data
- UX
Mobile Channels - Answer 1. SMS/MMS: This channel allows for both push
messaging (where the brand sends the message to the customer) and the opportunity to receive messages from consumers
- Proximity/Bluetooth Beacons: When a smartphone with the brand's app installed comes into range, it can receive a notification such as a sales promotion offer, recommendations or any other message the brand wants to transmit. Proximity Marketing
- AR/VR: This technology can also be location based such that a user in a store can launch an app and see more information about the products around them
- Applications: There are several distinct advantages of applications: a. Native Functionality: Easy accessibility on the mobile device by simply clicking the app to launch it. b. Push Notifications: Push notifications are dependent upon permission-based marketing
- Mobile Sites: a. Owned b. Paid: We can also explore advertising on third party sites
- QR Codes: These represent data in grid form, which only a computer can decipher
Mobile Implementation - Answer - Mobile Advertising: These include mobile SMS
ads, display ads on third party mobile sites, paid search ads, display ads within applications and push notifications.
- Mobile-Based Offers: Marketers can send a text message to opted-in consumers containing a promotional message that encourages a click to the brand's website.
- Mobile Loyalty: Making loyalty programs smartphone accessible
- Mobile Ticketing: Such as movie, airline and concert tickets purchased/used on a mobile device
- Text to Win: Including a call to action in the brand's website to collect email addresses and encourage the visitor to begin or continue their buyer journey
Mobile Implementation Best Practices - Answer - Avoid Spam: Ensure opt in
communication to avoid a negative brand perception
- Relevance: The content and promotions provided to consumers need to be relevant to where they are in the buyer journey
Types of Emails - Answer - Transactional Emails: These are used to provide
confirmation emails to consumers once a transaction has occurred.
- Newsletter Emails: These newsletters are a way to provide insights that help the customer become more knowledgeable and help build a positive brand perception.
- Promotional/Special Offer Emails: These are used to provide an incentive for customers to take more immediate action
- New Product/Service Emails: This relates to using email to inform customers about new products and services.
KPI Considerations - Answer - Promotional
-- Click through rate -- Purchase rate -- Contact us/request for more information rate
- Informational -- Open rate -- Download rate -- Forward rate -- Database growth rate
Promotional KPI considerations - Answer These are used to highlight certain
products and services, encourage the user to begin shopping CTR: natural metric to monitor as it indicates the percentage of consumers that are shifting their behavior from the email to the organizations website. Purchase rate: This is a reasonable metric to track as there are many ways a consumer can end up on a product page Contact us: There are situations where the customer may not be trying to drive a consumer to a product or service page
Informational (Newsletters) KPI considerations - Answer One of the most common
versions of this is an email newsletter Open rate: Open rate behaviors can provide information that helps the marketer better segment their email database Download rate: In a B2B environment, it's fairly common to encourage customers to deepen their engagement via marketing assets such as whitepapers
Forward rate: marketers want to realize customer advocacy and their help spreading the marketing message. Forward rate is a good way to assess this activity for emails Database growth rate: Presuming the opportunity for growth exists, this is a metric to monitor
Email Service Provider (ESP) - Commercial - Answer - Serves as a platform to
create, store and manage email templated and email campaigns
- Ability to A/B test and segment customers
- User segments can also be set up in the ESP for more effective campaign management
- Provide tracking information showing the status of emails sent
- Provide the ability to segment address list into interest groups or categories
- ESPs often have dynamic personalization capabilities that can insert information on a customer
- An ESP can also help ensure deliverability (white list).
- ESP can help ensure compatibility across platforms
- An ESP provides analytics to the marketer
- ESPs make it easier to build emails via responsive design, and test how they look across devices
- ESPs make it easy for a marketer to set up trigger-based welcome emails
Spam rate - Answer Over half of all emails sent are considered spam
Email Structure Considerations - Answer Sender Info
Subject Line Email Copy/Content Use of Imagery CTA Layout Mobile Email
Sender Info - Answer It's super important consumers are able to clearly identify
emails as coming from the brand they recognize
Subject Line - Answer email subject line length should be concise but also convey
a compelling message that encourages consumer engagement. A subject line length of 15 characters or less had the highest open rate
Email Copy/Content - Answer Header: the top of the email is generally referred to
as the header
- Satisfaction Surveys: Print and electronic satisfaction surveys can also be used to entice consumers to register for future emails
- Networking: - This can be a great way to connect, build rapport and ask the contact for their permission to send future emails, such as their organizations newsletter.
- Buying a List: There are email list providers that will sell email contacts to marketers. It's important to note that the although you are allowed to send unsolicited emails to anyone, they must opt-in to receive additional emails
Welcome Email - Answer This is the first email a customer should receive when
they sign up for an organization's email. Roughly 3 in 4 consumers expect a welcome email when they subscribe
Product Related Emails - Answer Leverage the product purchase history for a
customer and send them an email reminder that it's time to restock
Personalized Emails - Answer Email marketers attempt to capture some
personalized information, such as a consumer's first name. Leveraging demographic data such as the customer's location, age and gender can help the marketer provide more relevant content within their emails
Incentives - Answer This gift to get scenario helps better understand customer
preferences while simultaneously providing the consumer customized offers and content they actually want
Testing and Measurement - Answer Assessing the core KPIs that have been
established on an ongoing basis is a must. A/B testing to measure subject line, content, and call to action effectiveness are some of the tests that can be run.
Social Media Goals & Benefits - Answer - Transmitting ideas
- Indicating support for other people's beliefs
- Weighing in on products and services
- Experiencing a sense of connectedness
The average daily time spent on social - Answer Youtube - 40 minutes
Facebook - 35 minutes Snapchat - 25 minutes Instagram - 15 minutes Twitter - 1 minute
Social Media Stats - Answer 30% of all time spent online, is now allocated to social
media interaction 60% of social media time spent is done on a mobile device The average person spends nearly 2hours/day on social media The majority of consumers use 2 or fewer social sites
Benefits of Social Media Marketing - Answer - Communication and Outreach
- Advertising and Awareness
- Sales and Lead Generation
- Insights and Research
- Community Management
- Support and Customer service
- Reputation Management
- SEO
Communication and Outreach - Answer Social media provides the opportunity for
2-way communication between the brand and consumers. Organizations can leverage this channel to support its promotional activities
Advertising & Awareness - Answer Paid media can be used across social for
advertising purposes
Sales and Lead Generation - Answer Social is also conducive to filling the sales
funnel via lead generation initiatives
Insights and Research - Answer Use social channels as a way to obtain customer
insights and market research
Community Management - Answer Finding brand evangelists and encouraging
them to support the brand is a common goal with community management. Creating brand trust and credibility through thought leadership is also a common goal.
information, going through blogs, forums, online news feeds, tweets and so on can all be used to better understand market segments.
Establish a Strategic Presence - Answer Identifying content that will appeal to and
engage audience segments is a critical aspect of social media marketing best practices
Social Landscape - Answer Here we need to think about how certain platforms
have been adopted by consumers to serve certain purposes
Engage Your Audience - Answer Providing compelling content that stimulates
positive conversation about the brand is at the heart of social media marketing
Consider Content Size & Type - Answer - 2 in 3 people are primarily visual learners
- The average attention span of adult online users is roughly 8 seconds
- Consumers are bombarded with about 3,000 brand impressions each day Making written copy easy to scan through bullet points, shortening promotional messages that focus on just one or two things
Transparency & Credibility - Answer It's important to allow for both positive and
negative comment on social. Having a proactive policy of being respectful and having respectful dialogue and a consistent position, on sensitive topics can help ensure the brands reputation remain strong in the minds of the target audience.
Invest the Time - Answer Thinking about and planning resource allocation for
various tasks and establishing a structured approach for consistency will help ensure customer expectations are met. Experiment to determine what investments provide the greatest returns
Measurement & Adjustment - Answer Assess the core metrics that are available to
determine which platforms, content types, frequency etc., are performing the best and focus efforts accordingly. An organization should revisit its social media marketing strategy with some degree of frequency (e.g. twice a year)
Conversion Rate Optimization (CRO) - Answer The goals for any website should
be a function of the organization's strategic goals:
- Increase brand awareness
- Lead generation
- Drive product/service sales
Optimization goals - Answer - Drive Increased Traffic: The traffic should be
targeted and qualified, meaning it aligns with the target audiences' interests
- Deepening Customer Engagement: Moving customers deeper into the buyer journey and/or building brand loyalty
- Improve Conversions
CRO - Email - Answer - Subject Line: The marketer should be selecting language
or copy that actually has an impact on consumers' behaviors
- Headline: This is where the marketer wants to reinforce or extend the messaging contained into the subject line thus pulling the customer deeper into the email
- Layout: Consider differences such as a single column vs 2-column layout
- Call to Action (CTA): contest different copies such as, "Buy Now!" vs "See Plans and Pricing"
- Images: The images being used in emails can also be tested to determine whether or not customers are more likely to engage with the email
- Personalization: This might be in how you address the customer (e.g. "Mr. Buchannan" vs "Michael") but may also be a function of the shopper behaviors, which ties back to the images used
CRO - Display Ads - Answer Consider testing the difference between using a
product image versus an image containing a person
CRO - Search Ads - Answer For paid search ads, you can test:
- Headline Copy
- Body Text: The body text of an ad can also be modified to determine whether or not variances and promotional messaging and sales offers affect consumer behavior
- Link: The marketer can test this copy to determine its impact on consumer behavior (CTR)
- Ad Extensions: The marketer can select different ad extensions and try testing the impact of them
CRO - Organic Social Media - Answer A marketer can run and test display ads,
and this applies to display ads that are activated on social media. The marketer can also create organic, or non-paid posts on their social platforms, as well
It's not always the best of the A/B tests results positioned together that produce the most favorable overall results in a multivariate test.
CRO Process Steps - Answer - Gather Data: it's important the marketer be
grounded in a very clear understanding of the websites purpose relative to the industry they operate in. Obtain data from the website analytics software used, or focus group testing. Essentially, any feedback that come through contact us forms, emails, and customer service can also be potentially useful
- Analyzing Data: We want to better understand the types of customers that are visiting the site, what they are doing while on the site, and how these behaviors map to the marketers' expectations of what users should be doing
- Design the Test: the marketer should consider all of their hypotheses that would have a positive impact on consumer behaviors
- Implement Test: ensure tracking is in place to measure outcomes
- Assess Results & Repeat: marketers should assess the results, make implementation changes where it makes sense to do so, and repeat
CRO Tools/Techniques - Answer Optimizely: It is designed to provide a robust set
of tools to run tests across applications, digital channels, device types etc VWO: provides A/B testing capabilities that easily integrates with other platforms Google Optimize: For smaller and medium business.
Data Considerations - Answer - Decision Making: : It is important to know what the
marketer wants to affect
- Data Mining: One approach to data involves assimilating the data such that the marketer can observe important patterns in consumer behaviors. This is a bottom-up approach to data, meaning the marketing is observing what has happened and attempting to understand the rationale and benefits underlying those patterns of behavior
- Validate Hypotheses: Top-down approach to data analysis involves constructing decision trees and creating hypotheses about how marketing related actions will affect consumer behaviors. The marketer is implementing specific changes and testing them to determine whether or not they have the desired positive outcome
- Monitoring and Timing: Regular monitoring is essential. it's very important to think not only about the frequency of data monitoring but also when to do it
- Universal Analytics: This centers around the notion of being able to track specific users across devices and browsers
Analytics Questions - Answer 1. What has happened? This is one of the first
questions to ask. This can be resented in the form of views, clicks, the user path, conversions, social mentions etc
- Why have actions been taken? Marketers need to try to understand very clearly why those actions have occurred
- What should be done next to optimize marketing efforts?
Funnel Analysis - Answer When people enter into the beginning of the sales funnel,
it's not always a 100% that works their way through it We need to figure out the reasons why consumers are falling out of the funnel and whether we can do anything about it.
Web Analytics - Answer - User Behavior: What ways that we can begin to segment
our audience, understanding the key metrics associated with what they're doing, and to try to assess some sort of intent
- User Experience: we're thinking about customer satisfaction, the usability of the consumer and how the consumer is behaving. Measure that using A/B testing and providing different scenarios that will depict whether or not the consumer is pleased with their experience. What we're trying to understand here is what is the customers intent?
- Outcomes: we're thinking about driving revenue and actual conversions. So, fundamentally, are users' expectations being met? We know expectations are being met when the consumer has reached the end of that sales funnel
Common Site Analytics Considerations - Answer - Traffic Source: Where are
visitors coming from?
- Audience Characteristics: Such as demographics can be gleaned and then be used to help tweak the types of content and copy on the site
- Audience Behaviors/User Path: We can see where a consumer moves throughout the website. The point is to begin to understand what sort of patterns are occurring within consumer behaviors
- Conversion Analysis: We need to be measuring conversions.
- Mobile Metrics: Think about how consumers are behaving on their mobile devices. The goal is to understand how consumer behaviors can change and sometimes vary dramatically on one device vs another
