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Last week, as the world’s media dissected the details of the Apple Watch and iPhone 6, I spent an inspiring day mentoring at Seedcamp Week London, where some of Europe’s most promising new startups are immersed into the Seedcamp system of networks, learning, and capital raising.
The 28 startups taking part were getting ready to shake up a variety of sectors, from music, retail and design to healthcare, property and more.
I didn’t get to meet them all but I did spend time with two that are creating new digital marketing tools which piqued my interest.
Five years ago if you were a brand and you wanted to make a video, you went to a video agency, begged them to make it more viral than h5n1 and paid through the nose for the privilege.
If you wanted an infographic you went to a design agency, if you wanted to write editorial you went to a PR agency etc…
Your content creation was almost completely outsourced and, unless you had a reasonably serious budget, a great content marketing campaign was probably beyond you.
That couldn’t be further from the truth today, brands have a wealth of tools that allow them to create highly professional content without the traditional agency brief.
The following are just five examples of the kinds of companies that are driving this change.
Content marketing has been a hot topic in digital for more than a year, but many brands still struggle with the challenge of how to integrate content seamlessly into the ecommerce experience.
One of our recent surveys found that only 38% of in-house marketers have a defined content marketing strategy, despite 76% saying they are producing significantly more content than they were 12 months ago.
To help brands overcome these challenges Econsultancy and EPiServer have published a new report entitled Where Content and Commerce Collide.
It examines how digital content can be combined with ecommerce in order to create more engaging and successful websites.
One of the sections in the report, which is based on interviews with UK content and ecommerce professionals, investigates which types of content are most important for driving conversions.
Amplification has been a big word in social media for over a year now and Twitter's Amplify product allows advertisers and broadcasters to push photos and video through Twitter Cards.
Facebook has reduced the reach of organic posts from companies and is consequently providing a clearer proposition to advertisers, particular with some of its mobile and location-based products.
Grabyo is a UK company that provides a video platform working with Twitter (through Twitter Amplify) and Facebook to allow sharing of real-time video clips on social media.
In a new report, the company has analysed 2,500 clips of live TV shared on social by major broadcasters and rights holders between September 2013 and March 2014.
Here are some of the findings.
In September of 1982, David Ogilvy, often regarded as the father of modern advertising, sent an internal memo to the employees of his agency.
In it, he outlined 10 tips for great writing. While these tips aren’t specific to scriptwriting, they are certainly applicable.
His wisdom on the subject is timeless.
How many video views has Buzzfeed accrued? How many CMOs are on Facebook (and how many priests)? How has the reach of organic posts on Facebook declined?
These are just some of the delights from the US digital marketing statistics we've seen this week.
Enjoy, and make sure you take a look at the Econsultancy Internet Statistics Compendium for more stats.
More than 1bn unique users visit YouTube each month and upwards of 6bn hours of video are watched each month on the site, almost an hour for every person on Earth.
There are lots of gigantic numbers and impressive looking stats to look at with video content, but to many brands these figures don’t bear much relation to the eyes they’re seeing on their uploads.
Once you take away the cats and fails (and the cat fails), the viewing figures are often far from impressive. It’s not a case of film it and they will watch.
Last year was a remarkable one for content marketing. Come the start of this year, 93% of B2B marketers were using content marketing as part of their overall marketing strategy, and achieving some significant substantial successes.
As a result, hopes are high this year, with 90% of marketers convinced that content marketing will become more important over the next 12 months.
But the industry currently stands at a crossroads. Marketers may be increasing their spend this year, but only guarantees of concrete return-on-investment (ROI) will give brands the confidence to maintain this momentum and commit more of their precious budgets in the future.
There’s clearly a strong case for investing more in owned content strategies, but there’s never been more pressure for content to produce results.
So why has 2014 become a make-or-break period for content marketing?
Online video is increasing in importance and effectiveness when it comes to purchase decisions.
Nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.
This research comes from a new study by Animoto, designed to explore how online video impacts consumer decisions and drives brand engagement for small businesses.
I discussed the power of video embedded landing pages a few months ago in 10 excellent video-embedded landing pages.
Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.
Videos also increase the length of a visitor’s stay. If you feature your own face, or the face of an employee in a video, a visitor is more likely to trust you. Videos can help strengthen your online presence, and videos can also help you rank higher in SERPs.
With native advertising the buzz phrase among marketers for 2014, London is poised to lead the way in innovation in what is one of the most creative digital ad formats to emerge in recent years.
In November AirBnB co-founder Nathan Blecharczyk claimed that London was ‘stuck in a Silicon Valley Roundabout’ and held back by its failure to produce a ‘billion dollar’ online business.
Many in London found the comments annoying. Phil Cooper, a digital veteran who launched the UK’s first video ad network and was until last year European MD of Brightroll, was one of them.
Cooper, who launched his latest digital venture six months ago, London based accommodation platform Kippsy.com, a competitor of AirBnB in the London market, believes that what London does best is innovation; taking an established model, technology or platform and turning it on its head.
For the second year running, Econsultancy has published a freely available trends briefing about digital trends in South-East Asia, based on the Digital Cream Singapore event for senior client-side digital marketers held in November last year.
Digital Cream Singapore 2013 brought together more than 120 B2B and B2C in-house marketers from around the Association of South-East Asian Nations (ASEAN) region and beyond to discuss best practice and common challenges in digital marketing, and learn from each other.
Delegates discussed a wide range of topics, ranging from managing and making sense of audience and customer data, increasing personalisation and loyalty, to using video marketing and cross-channel marketing.
Google helps us all market our services. That statement can start a healthy debate amongst many in the media, but I think I'll stick with it.
Of course, Google has to market itself, too.
Even the biggest and most successful companies must market themselves in some channels. Apple, for example, may shun social media, but it's all over the television and out-of-home and has a distinctive presence on many high streets.
So, I thought I'd round up some examples of Google's marketing that have stuck in my mind and continue to leave me mindful of Google's all-conquering innovation.
Hope you enjoy!