tag:econsultancy.com,2008:/topics/content Latest Content content from Econsultancy 2016-09-14T10:00:00+01:00 tag:econsultancy.com,2008:BlogPost/68154 2016-09-14T10:00:00+01:00 2016-09-14T10:00:00+01:00 16 ad examples that prove print isn't dead Nikki Gilliland <p><a href="http://www.neurosciencemarketing.com/blog/articles/vivid-print-ads.htm" target="_blank">A recent study discovered</a> that, as well as increasing positive feelings toward a brand, some print ads can even be impactful enough to implant a false memory in the brain.</p> <p>Likewise, another study showed that brand recall was <a href="http://www.forbes.com/sites/rogerdooley/2015/09/16/paper-vs-digital/#7e7c23ab1aa2" target="_blank">70% higher in participants reading print</a> compared to digital.</p> <p>So, even though we are constantly being told of its decline, it appears some brands are still heavily investing in the medium. </p> <p><a href="http://www.newsworks.org.uk/Opinion/from-food-to-finance-print-ads-deliver-strong-results-" target="_blank">Waitrose recently described print</a> as its most effective advertising channel in terms of ROI, as well as the best way for the brand to tell a richer story.</p> <p>With this in mind, here’s a run-down of some of my favourite ads of the past few years, proving that print is far from dead.</p> <h3>Volkswagen</h3> <p>This attention-grabbing ad from Volkswagen was used to introduce the new Park Assist feature.</p> <p>Explaining all you need to know in a single image, it encapsulates the power of visual advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7742/volkswagen.jpg" alt="" width="780" height="525"></p> <h3>28 Too Many</h3> <p>Designed by Ogilvy &amp; Mather, this creative was used to raise awareness of female genital mutilation (FGM) in the UK on behalf of charity 28 Too Many.</p> <p>Arresting and uncomfortable to look at - it hammers home its message incredibly effectively.</p> <p><img src="https://assets.econsultancy.com/images/0007/7743/Too_Many.PNG" alt="" width="597" height="822"></p> <h3> </h3> <h3>StrongerMarriage.org</h3> <p>Based around intelligent wording, StrongerMarriage promotes the importance of compromise.</p> <p>Occasionally cited as one of the greatest examples of ad copy, it proves that even the smallest or unknown brands can gain notoriety through one brilliant idea.</p> <p><img src="https://assets.econsultancy.com/images/0007/7744/stronger_marriage.jpg" alt="" width="600" height="987"></p> <h3>Scrabble</h3> <p>One of those ads that is definitely worth stopping to read, Scrabble encapsulates the beauty of its game to great effect here.</p> <p>While most brands deliberately design ads that can be understood at a glance, this boldly challenges the reader to make an effort.</p> <p><img src="https://assets.econsultancy.com/images/0007/7745/Scrabble_ad.jpg" alt="" width="600" height="900"></p> <h3>Schick</h3> <p>It might be in danger of offending a few hipsters, but this clever approach to advertising wins Schick definite cool points.</p> <p>An ad that makes you look twice - it reflects what a beard might feel like from a partner's point of view.</p> <p><img src="https://assets.econsultancy.com/images/0007/7746/schick.PNG" alt="" width="574" height="870"></p> <h3>Nivea</h3> <p>Proving that simplicity is often the key to a success, this example from Nivea promotes its night cream perfectly.</p> <p>Instead of telling you what the product does or why you should use it, it relies on recognisable branding and reputation to let you make up your own mind.</p> <p><img src="https://assets.econsultancy.com/images/0007/7747/Nivea.jpg" alt="" width="600" height="749"></p> <h3>Nivea Men</h3> <p>Likewise, showing that life isn’t always that straightforward, this ad for Nivea men conveys the impact that stress and emotions can have on our appearance. </p> <p>Again focusing on a relatable experience rather than a magical cure, the product is almost secondary.</p> <p><img src="https://assets.econsultancy.com/images/0007/7748/Nivea_men.jpg" alt="" width="780" height="542"></p> <h3>McDonald's</h3> <p>McDonald's is often bold and brash in its advertising, but this image of fries fashioned from its original ingredient is refreshingly pared down.</p> <p>Honing in on consumer worries about health and nutrition, it aims to reassure and engage at the same time.</p> <p><img src="https://assets.econsultancy.com/images/0007/7749/Mcdonalds_print.PNG" alt="" width="600" height="923"></p> <h3>Buick</h3> <p>Though not immediately obvious, the premise behind this Buick advert is hard-hitting.</p> <p>It depicts real-life crash victims holding up road signs to highlight their importance.</p> <p>Using a serious topic to engage consumers, it shows that print advertising can be used to promote more than just sales.</p> <p><img src="https://assets.econsultancy.com/images/0007/7755/Buick.PNG" alt="" width="780" height="522"></p> <h3>Reflex Spray</h3> <p>Reflecting the lengths runners literally go to during the London marathon, this ad for Reflex pain relief spray celebrates subtlety.</p> <p>In fact, the copy is <em>so</em> subtle that it's easy to miss what it's promoting - certainly a brave move from the brand.</p> <p><img src="https://assets.econsultancy.com/images/0007/7750/London_Marathon.jpg" alt="" width="600" height="847"></p> <h3> Harley-Davidson</h3> <p>A campaign which won big at Cannes Lions, this Harley-Davidson ad is designed to promote its custom-made bikes.</p> <p>Showing an image of a face amid a dismantled motorcycle, it was apparently painstaking to create, but certainly worthwhile.</p> <p><img src="https://assets.econsultancy.com/images/0007/7752/harley-davidson.PNG" alt="" width="780" height="523"></p> <h3>Guinness</h3> <p>Guinness has a reputation for great <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a>, and its print ads are no exception.</p> <p>Using observational humour to tap into the universal experience of socialising, it is a great reflection of the brand's no-nonsense attitude.</p> <p><img src="https://assets.econsultancy.com/images/0007/7753/Guiness.jpg" alt="" width="600" height="822"></p> <h3>Dabur Gastrina</h3> <p>An Indian brand of digestive pills, Dabur Gastrina perfectly encapsulates its product in a simple, eye-catching and colourful series of ads.</p> <p>Instantly understandable, it proves that great design can articulate anything.</p> <p><img src="https://assets.econsultancy.com/images/0007/7754/Gastur.PNG" alt="" width="595" height="844"></p> <h3>Corona</h3> <p>Designed to promote its ‘drink responsibly’ message, Corona combines humour and striking visuals in this classic print ad.</p> <p>Like the aforementioned Buick, it takes the opportunity to instil a valuable message in its brand advertising.</p> <p><img src="https://assets.econsultancy.com/images/0007/7760/corona.jpg" alt="" width="780" height="452"></p> <h3>Ecovia</h3> <p>Lastly, one of the most visually engaging ads in recent years, this creative by Ecovia Brazil was used to encourage safe driving.</p> <p>Dramatising the violent and traumatic nature of car collisions, it pleads with its audience to take care.</p> <p>Hard to ignore – it certainly gets its message across.</p> <p><img src="https://assets.econsultancy.com/images/0007/7757/Ecovia.PNG" alt="" width="780" height="549"></p> tag:econsultancy.com,2008:BlogPost/68268 2016-09-13T14:15:58+01:00 2016-09-13T14:15:58+01:00 10 examples of great GE marketing creative Ben Davis <p>But just before we begin, I should mention that GE is among 200 speakers at this year's <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing</a>, which takes place in London on October 5-6. </p> <h3>1. Raining octopuses mobile ad campaign</h3> <p style="font-weight: normal;">I thought I'd start with a mobile display ad from summer 2016, before we get stuck in to content and social media.</p> <p style="font-weight: normal;">GE worked with Mobkoi's creative studio to launch an interactive full-screen ad - an octopus lands on the screen and the user is required to wipe away virtual ink in order to reveal a window in which the campaign video plays.</p> <p style="font-weight: normal;">The video (<a href="https://www.youtube.com/watch?v=SQ_blyWcQoQ">watch it here</a>) is a great bit of TV ad creative, with octopuses and a crocodile falling to earth in an un-godly shower; the GE tagline, 'ready for whatever you've got, world'.</p> <p style="font-weight: normal;">You can play around with this native ad and its in-format functionality yourself <a href="http://mobkoi-uk.celtra.com/preview/82b44991#deviceType=Phone">on Mobkoi's website</a>.</p> <p style="font-weight: normal;"><img src="https://assets.econsultancy.com/images/0007/9026/Screen_Shot_2016-09-12_at_15.03.45.png" alt="ge mobile ad" width="300">  <img src="https://assets.econsultancy.com/images/0007/9027/Screen_Shot_2016-09-12_at_15.04.26.png" alt="ge mobile ad" width="300"></p> <h3>2. Instagram and #InstaWalk</h3> <p>GE has <a href="https://www.instagram.com/generalelectric/?hl=en">a popular Instagram account</a> (approx. 250,000 followers) that's full to the rafters with beautifully crisp images from engineering and science.</p> <p>For example, see the photo below of one of GE's locomotives, part of a series taken by a Pulitzer prize-winning photographer.</p> <p><img src="https://assets.econsultancy.com/images/0007/9083/Screen_Shot_2016-09-13_at_08.39.07.png" alt="ge instagram" width="615" height="452"></p> <p>But GE does more than simply post lovely images - it uses Instagram as an outreach and engagement tool.</p> <p>With #InstaWalk, which began in 2013 but has been run a number of times, GE invites influencers and super fans to take special tours of its various facilities.</p> <p>On their walk round, all are encouraged to take photos of their experience and Instagram them. It's a concept that many other brands have emulated.</p> <p><img src="https://assets.econsultancy.com/images/0007/9086/Screen_Shot_2016-09-13_at_08.57.23.png" alt="instawalk ge" width="615" height="392"></p> <p><img src="https://assets.econsultancy.com/images/0007/9087/Screen_Shot_2016-09-13_at_08.54.57.png" alt="instawalk ge" width="615" height="264"></p> <h3>3. Unimpossible Missions</h3> <p>Some lovely video next from early 2016.</p> <p>Three videos each attempt to disprove a popular expression, such as 'a snowball's chance in hell', by showcasing GE's technological expertise in experimental surroundings.</p> <p>This video has raked in 500,000 YouTube views to date. The slightly grave tone to the voiceover, cinematic location and lighting, and the dramatic production all make for compelling content.</p> <p><iframe src="https://www.youtube.com/embed/zIZHBzvgfGk?wmode=transparent" width="560" height="315"></iframe></p> <h3>4. Pinterest</h3> <p>GE's Pinterest can be delightfully left of centre. Take the board titled 'Hey Girl', for example, with pinned pickup lines from GE scientists.</p> <p>Other boards include 'Badass machines', 'That's genius', and 'Mind = Blown'.</p> <p><a href="https://uk.pinterest.com/generalelectric/"><img src="https://assets.econsultancy.com/images/0007/9098/Screen_Shot_2016-09-13_at_10.27.15.png" alt="ge pinterest" width="615" height="312"></a></p> <h3>5. #6SecondScience fair</h3> <p>Many of you may be familiar with <a href="http://6secondscience.tumblr.com/">#6SecondScience</a>, GE's educational Vine-fest. The Vine embedded below proved particularly popular.</p> <p>The science 'fair' ran in August 2013, with users invited to add the hashtag to their own efforts. Many users' Vines were hosted on the GE Tumblr created to host submissions.</p> <p>Vine proved an effective platform for these quick bursts of educational inspiration, back when the six-second format was experiencing an upsurge of popularity.</p> <p>The idea was notable as GE had already been creating educational Vines for a few months, but decided they could become a bigger campaign in their own right, with the introduction of this competition/crowdsourced style element.</p> <p><iframe src="https://vine.co/v/bXJAmFLBaat/embed/simple" width="600" height="600"></iframe></p> <h3>6. #SpringBreakIt</h3> <p>More video now, and a fantastic example of <a href="https://econsultancy.com/blog/67821-social-quarterly-report-q2-the-five-video-trends-to-watch/">social video</a>.</p> <p>GE showcased many of its material tests (crushing, wind erosion and drop loads) during spring of 2016, with individual videos of different items being destroyed.</p> <p>Much like the 'Will it blend?' success for Blendtec, GE knew that breaking stuff provokes interest on social media.</p> <p>I've embedded the compilation video here, for your pleasure.</p> <h3> <iframe src="https://www.youtube.com/embed/ozNZHJntyWU?wmode=transparent" width="560" height="315"></iframe> </h3> <h3>7. Snapchat</h3> <p>GE took to Snapchat as early as July 2014, teasing a special guest announcement (Buzz Aldrin) in the run up to the 45th anniversary of the moon landing and adding some cartoony space drawings.</p> <p><img src="https://assets.econsultancy.com/images/0007/9094/buzz.jpg" alt="snapchat ge" width="300"></p> <p>The brand has used Snapchat to engage directly with users, too. During #emojiscience week, GE encouraged users to send them an emoji then replied with a Snap of a relevant experiment performed in its pop-up lab.</p> <p>In jumping aboard Snapchat early and using the platform to engage with younger users through educational content, GE shows it is not afraid to try something new in its marketing.</p> <p>It continues to post Stories addressing a broad range of subjects.</p> <p><img src="https://assets.econsultancy.com/images/0007/9096/ge_snapchat.png" alt="ge snapchat" width="300" height="533"></p> <h3>8. What My Mom Does at GE</h3> <p>TV creative next. It's rare to see an advert that uses the naivety of children and doesn't stray into the twee or schmaltzy.</p> <p>But GE manages it, inspiring childlike wonder through a series of imaginative animations based on (only slight) exaggerations of GE's work. </p> <p><iframe src="https://www.youtube.com/embed/Co0qkWRqTdM?wmode=transparent" width="560" height="315"></iframe></p> <h3>9. GE Reports</h3> <p>From Snapchat to something that sounds more prosaic. <a href="http://www.gereports.com/">GE Reports</a> is a microsite hosting lots of debates, analysis and information.</p> <p>The information is presented accessibly, using imagery and infographics.</p> <p>Essentially this is just a news publishing hub for GE, with some guest content thrown in, but one that shows how active the company is in linking its work to wider trends.</p> <p>Some of the content is republished from the brand's pressroom, and there are a few things that could be improved (such as text formatting), but it is impressive that GE is publishing regularly and offers an email newsletter subscription.</p> <p>With a company built on knowledge and innovation, showcasing new thinking is important.</p> <p><img src="https://assets.econsultancy.com/images/0007/9091/Screen_Shot_2016-09-13_at_09.53.31.png" alt="ge reports" width="615" height="338"></p> <h3>10. Emoji science with Bill Nye</h3> <p>Bill Nye was part of the Snapchat team that ran a pop-up lab sending experiments to Snapchat users (see point seven).</p> <p>GE brought him back for a full web series where emojis are used to help explain scientific concepts.</p> <p>There are five parts, and each helps to make science relatable for a younger generation.</p> <p>They are smartly done and enjoyable even for a 30-something like me.</p> <p><iframe src="https://www.youtube.com/embed/CoqmeXGz-LI?wmode=transparent" width="560" height="315"></iframe></p> <p><em>For more top marketing creative:</em></p> <ul> <li> <a href="https://econsultancy.com/blog/68225-10-examples-of-great-airbnb-marketing-creative/">10 examples of great Airbnb marketing creative</a> </li> <li> <a href="https://econsultancy.com/blog/67694-10-examples-of-great-ikea-marketing-creative/">10 examples of great IKEA marketing creative</a> </li> <li><a href="https://econsultancy.com/blog/67860-10-examples-of-great-disney-marketing-campaigns/">10 examples of great Disney marketing campaigns</a></li> </ul> tag:econsultancy.com,2008:TrainingDate/3094 2016-09-13T06:03:11+01:00 2016-09-13T06:03:11+01:00 Masterclass in Lead Generation - Singapore <p>B2B (Business-to-business) brands are increasingly turning to digital marketing tactics to generate leads, build demand, grow opportunities, engage prospects, and retain customers. As B2B marketing is significantly different from B2C marketing, this workshop aims to specifically address the unique issues and challenges faced by B2B marketers on digital platforms and social media.</p> <p>This 2-day intensive workshop explores how digital marketing can help B2B companies to fill the sales funnel with qualified leads, engage prospects in the buying journey, nurture leads, integrate with sales efforts and measure results.</p> tag:econsultancy.com,2008:BlogPost/68263 2016-09-12T09:27:00+01:00 2016-09-12T09:27:00+01:00 Three ways brands can let their audience create their content Ben Davis <p>I was lucky enough to attend BrightonSEO recently, the world's biggest search conference with over 4,000 delegates.</p> <p>Bozboz's digital content manager <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">Sophie Turton</a> gave us three excellent examples of brands making the most of <a href="https://econsultancy.com/blog/67547-10-excellent-examples-of-user-generated-content-in-marketing-campaigns/">user-generated content</a>.</p> <p>Here they are...</p> <h3>1. Reviews and advice: ModCloth's Style Gallery</h3> <p>ModCloth's Style Gallery is a community where members can share their style.</p> <p>So far, they have shared 71,000 outfit photos on the platform, which have been liked over 2m times.</p> <p>The ModCloth platform is a little like the retailer's own Instagram - users can create a profile, upload outfit photographs, and write reviews.</p> <p>There are a number of things which makes the whole platform so effective:</p> <ul> <li>Members can follow each other, Like other photographs or share on social.</li> <li>Product pages are cleverly linked to from member outfit photos, making them shoppable (see images below).</li> <li>Vice versa, community content is hosted on product pages.</li> <li>Customer reviews include height and measurements, giving shoppers an idea of how the garments fit real women.</li> <li>Members can add a link in their own profiles, either to their own website or social accounts. This means many bloggers and professionals have used the Style Gallery to promote their own work.</li> <li>Members can tag 'similar' products, meaning they are not restricted from showcasing their style or making recommendations.</li> </ul> <p><em>A member profile in the Style Gallery</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8783/Screen_Shot_2016-09-05_at_14.24.10.png" alt="mod cloth" width="615" height="377"></p> <p><em>A post with shoppable and similar products</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8784/Screen_Shot_2016-09-05_at_14.12.27.png" alt="mod cloth" width="615" height="412"></p> <p><em>A product page with user-generated content embedded</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8785/Screen_Shot_2016-09-05_at_14.31.38.png" alt="mod cloth" width="615" height="384"></p> <p>As this user-generated content has proliferated, a community has developed, and contributors in different countries have even met up after becoming friends through the platform.</p> <p>Sophie emphasised the key points about ModCloth and its content - it’s real, visual, and the customer is centre stage.</p> <h3>2. Product development: Nintendo's Super Mario Maker</h3> <p>Nintendo's Super Mario Maker game, released September 2015, tapped into nostalgia and used customer passion as part of the brand development.</p> <p>Wii U gamers have created millions of levels on Mario Maker and the game is soon to be released for the Nintendo 3DS, too.</p> <p>This 3DS version of the game will allow courses to be shared over WiFi and also for players to collaborate on courses together.</p> <p>The idea of handing a product over to an eager audience is a powerful one that can be transferred to any sector.</p> <p><iframe src="https://www.youtube.com/embed/ZwO09vJAPDs?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. Competition entries: fastjet's #wefilmafrica</h3> <p>Fastjet is a low cost African airline.</p> <p>The airline used possibly the simplest way of encouraging its community to create content - by giving away a prize. </p> <p>Plenty do this, of course, and examples in travel are numerous.</p> <p>Using the hashtag #wefilmafrica, people were invited to post a 5-10 second video about their country, to show their love for Africa, with the chance of winning a holiday to Zanzibar.</p> <p>This bozboz campaign for fastjet recognises that video shot on smartphones is a growing trend in Africa.</p> <p>Entries were authentic and low-fi, if not exactly numerous or always the most coherent.</p> <p>Still, this was a great experiment and some of the content, such as the video below, has been successfully incorporated into curated content that showcases Africa.</p> <p>Thinking about the right medium and format for your audience is essential, before telling them to go out and create.</p> <p><iframe src="https://www.youtube.com/embed/csxlqmPI2XA?wmode=transparent" width="560" height="315"></iframe></p> <h3>Conclusion</h3> <p>Where once a simple review was enough social proof to push many customers over the sales line, <a href="https://econsultancy.com/blog/66739-how-user-generated-content-is-changing-content-marketing/">expectations have changed</a>.</p> <p>Video, photography, integrated communities and product development are all fair game for user-generated content.</p> <p>When seamlessly part of the customer journey, they can be the lifeblood of a service, improving search and social performance, as well as usage.</p> <p>Authentic content is always more likely to strike a chord - the question is, how can you inventively and effectively encourage your customers to do some of your <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> for you.</p> tag:econsultancy.com,2008:BlogPost/68278 2016-09-09T13:30:00+01:00 2016-09-09T13:30:00+01:00 10 devastating digital marketing stats we've seen this week Ben Davis <p>Remember, Econsultancy subscribers can get more from the <a href="https://econsultancy.com/reports/internet-statistics-compendium/">Internet Statistics Compendium</a>.</p> <h3>TV still paramount</h3> <p>Americans spend more time watching television than all other media combined, according to <a href="http://www.businesswire.com/news/home/20160907005089/en/GfK-Research-Study-Reveals-Time-Spent-Traditional">GfK's new study</a>.</p> <p>Adults spend an average of 4hrs 54mins per day watching broadcast television, which is 16% more than time spent on all other ad-supported media combined.</p> <p>Next on the list were radio (62 minutes), email (56 minutes) and social media (50 minutes).</p> <p>Of course, this picture likely differs greatly depending on demographics, but it's a reminder of the hold that TV has on consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/8962/tv.jpeg" alt="tv" width="284" height="177"></p> <h3>Ecommerce KPIs revealed</h3> <p>Wolfgang Digital has launched a <a href="https://www.wolfgangdigital.com/blog/ecommerce-kpi-benchmarks-2016/">Benchmark KPI report </a>for ecommerce, based on analysis of 87m website sessions and €230m online revenue for the year to July 2016.</p> <p>Here are the key findings:</p> <ul> <li>Google delivers over two-thirds of website traffic (69%) and website revenue (67%).</li> <li>Despite accounting for 38% of digital marketers’ budgets, display failed to register as a top 10 traffic source.</li> <li>Bounce rate has zero correlation with conversion rate.</li> <li>In two years Facebook-driven traffic has risen from 1.3% to 5%.</li> <li>Mobile is now the largest traffic source of all devices, but its 42% share of traffic accounts for only a 21% share of revenue.</li> <li>Mobile has the lowest average conversion rate and AOV, however websites with a larger than average proportion of mobile traffic benefited from larger than average conversion rates.</li> <li>For every 0.2 of a second a website can shave off its server response time, it can expect an 8% improvement in conversion rate.</li> <li>Average conversion rate is 1.5%. Travel websites averaged 2%, retail websites averaged 1.4%. Pureplays converted almost twice as well as their multi-channel counterparts.</li> <li>Email delivers as much traffic as all social channels combined.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/8958/Screen_Shot_2016-09-09_at_10.24.47.png" alt="revenue by device" width="615" height="438"></p> <h3>The power of FOMO</h3> <p>Brits are 39% more likely to open email that plays on their fear of missing out (FOMO).</p> <p>The Mailjet study database of over 15,000 subscribers also revealed the following:</p> <ul> <li>18% of us would open an email with a swear word in the subject line, whilst one in 10 admit to opening an email that explicitly mentions containing nudity.</li> <li>US recipients are no more likely to open emails that employ rudeness or FOMO to pique their interest.</li> </ul> <h3>Moment marketing more popular as CPCs rise</h3> <p>TVTY, a company specialising in '<a href="https://econsultancy.com/blog/67675-six-online-advertising-tactics-set-to-rise/">moment marketing</a>', has conducted a study that suggests the practice is in vogue, driven partly by expensive advertising costs.</p> <p>The company surveyed 200 digital marketers in June 2016.</p> <p>93% said it has become more expensive to gain the same audience attention over the past 12 months as advertising costs have risen.</p> <p>To cope, 21% are cutting costs (such as staff), 31% are reducing their number of campaigns, and 81% have launched moment marketing campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0007/8957/Screen_Shot_2016-09-09_at_10.15.51.png" alt="moment marketing" width="615"></p> <p>More findings from the report: </p> <ul> <li>The most common offline macro moments being used are sports events (61%), TV programmes (45%), and financial (22%) data.</li> <li>The research shows a third (34%) of brands are now taking an even more granular approach, by targeting ‘moments within moments’ (such as goals within football matches).</li> <li>‘Always Ready’ campaigns are also a theme, with brands preparing content ahead of trigger events. The research shows the top three triggers are: changes in the weather (21%); the TV advertising of competitors (17%); and travel metrics such as flight delays (10%). </li> <li>52% say they are now using automated processes to launch moment marketing campaigns, up from just 32% when the last survey was conducted in November 2015.</li> </ul> <p><img src="https://assets.econsultancy.com/images/0007/8956/Screen_Shot_2016-09-09_at_10.16.18.png" alt="moment marketing" width="615"></p> <h3>A third of global content blocked</h3> <p>A third of content is blocked globally by <a href="https://econsultancy.com/blog/67524-combating-ad-blocking-what-we-can-learn-from-the-affiliate-channel/">ad blockers</a>.</p> <p><a href="https://blockmetry.com/weather">Blockmetry's 'weather report'</a> for content blocking shows the figure at 32.4%.</p> <h3>Most banking customers want more communication</h3> <p>75% of consumers saying they have not switched banking providers in the last six years. 40% having never changed their bank at all.</p> <p>Out of those who haven't switched banks in the past year, 41% say this is due to convenience.</p> <p>The DMA survey of 1,000 consumers revealed that 59% said they are interested in a service that would automatically notify them of the best rates on savings accounts.</p> <p>36% are interested in a service that delivers alerts regarding account activity via a social or chat messenger service.</p> <p>These trends have profound implications for <a href="https://econsultancy.com/blog/68273-is-customer-loyalty-extinct-in-financial-services/">loyalty in financial services</a>. </p> <p><img src="https://assets.econsultancy.com/images/0007/8960/Screen_Shot_2016-09-09_at_10.42.27.png" alt="loyalty in financial services" width="615"></p> <h3>Consumers almost ready for IoT</h3> <p>57% of UK consumers say they will be ready for automatic purchasing via connected devices (<a href="https://econsultancy.com/reports/a-marketer-s-guide-to-the-internet-of-things/">the internet of things</a>) within two years.</p> <p>13% are ready now, according to <a href="https://www.salmon.com/en/programmatic-commerce-report/">Salmon's new survey</a> of 2,000 consumers on the subject.</p> <p>35% already have a connected device in their home or plan to buy one in the coming year.</p> <p>Amazon's Dash buttons have recently been released in the UK and may begin to popularise the concept (but <a href="https://econsultancy.com/blog/67389-why-won-t-internet-fridges-go-away/">hopefully not internet fridges</a>).</p> <p><img src="https://assets.econsultancy.com/images/0007/8963/Screen_Shot_2016-09-09_at_11.13.49.png" alt="iot ready" width="600" height="387"></p> <h3>The eight motivations for content engagement</h3> <p>AOL's advertising team has done a study of the motivations for content engagement and identified eight key drivers.</p> <p>32,000 respondents and analysis of 55,000 consumer interactions across eight different markets allowed AOL to compile the following content moments:</p> <ul> <li>Inspire: look for fresh ideas or try something new.</li> <li>Be in the know: stay updated or find relevant ideas.</li> <li>Find: seek answers or advice.</li> <li>Comfort: seek support or insight.</li> <li>Connect: learn something new or be part of a community.</li> <li>Feel good: improve mood or feel relaxed.</li> <li>Entertain: look for an escape or a mental break.</li> <li>Update socially: stay updated or take a mental break.</li> </ul> <p>Brazil and the US share content online more frequently. Germany and Japan share content online the least often.</p> <p>Japan scored highly on ad awareness and over-indexed in the two most popular moments globally: Inspire and Feel Good.</p> <p>I don't have detail on the methodology involved, but you can <a href="http://advertising.aol.com/sites/all/themes/adv/content-moments//">explore more via AOL</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8959/Screen_Shot_2016-09-09_at_10.38.07.png" alt="content motivation" width="500" height="185"></p> <h3>1.36m tweets during iPhone launch</h3> <p>The Apple iPhone 7 launch inspired 1.36m tweets.</p> <p>Visibrain collected the following data: </p> <ul> <li>iPhone 7 (491,376 tweets)</li> <li>AirPods headphones / Removal of the headphone jack (153,704 tweets)</li> <li>Apple Watch 2 (97,512 tweets)</li> <li>Super Mario Run (74,734 tweets)</li> <li>Pokemon Go for Apple Watch (31,873 tweets)</li> </ul> <p>The most popular tweet of the night was this rather underwhelming effort.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">The <a href="https://twitter.com/hashtag/iPhone7?src=hash">#iPhone7</a> is Water Resistant!!! <a href="https://t.co/CKCfnqj5MB">pic.twitter.com/CKCfnqj5MB</a></p> — All iPhone (@iPhoneTeam) <a href="https://twitter.com/iPhoneTeam/status/773571394412113920">September 7, 2016</a> </blockquote> <h3>National Lottery's #IamTeamGB comes up trumps</h3> <p>The National Lottery’s 'I Am Team GB' campaign was the most successful of any Team GB partner during the Olympics.</p> <p>The campaign delivered increased awareness of the Lottery’s role in funding Olympic athletes by close to 50%.</p> <p>Additional campaign headlines include:</p> <ul> <li>Video content gains more than 18m views.</li> <li>11m engagements with Facebook activity.</li> <li>Most conversation on Twitter of any Team GB partner.</li> </ul> tag:econsultancy.com,2008:BlogPost/68265 2016-09-09T11:52:27+01:00 2016-09-09T11:52:27+01:00 How do you put a price on digital content? Nikki Gilliland <p>But how exactly do you measure greatness? Here's a brief overview of <a href="http://www.slideshare.net/SimonBennison/how-do-you-put-a-price-on-digital-content/1">Simon's talk</a>.</p> <h3>Consider the scales of marketing justice </h3> <p>Out of the 37% of spend that goes on digital marketing (compared to 63% for traditional marketing), content is said to account for just 4%. </p> <p>This is simply because, despite the fact that <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> is expensive, it is almost guaranteed to work (even if the content <em>is</em> mediocre) so that's where marketers invest their money.</p> <p>However, what many brands fail to realise is that this only yields short term gain – not long term success. </p> <p><a href="http://www.slideshare.net/SimonBennison/how-do-you-put-a-price-on-digital-content?ref=https://twitter.com/i/cards/tfw/v1/772494466414415872?cardname=player&amp;autoplay_disabled=true&amp;forward=true&amp;earned=true&amp;lang=en&amp;card_height=130" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8776/scales.jpg" alt="" width="780" height="438"></a></p> <h3>Play the long game</h3> <p>Instead of gambling on a short-term fix, it is incredibly important for brands to realise the value of investing both time and money in valuable content.</p> <p>As an example of why brands should play the long game, Simon cited Making a Murderer - the Netflix documentary that took 10 years to come to fruition.</p> <p>Despite a lack of funding or any real plan, the filmmakers stood firm in the knowledge that they were creating something truly remarkable to justify their long-standing commitment.</p> <p>By being truly dedicated to telling the story of Steven Avery, they proved how investment in great content can yield greater results. </p> <h3>Create a good strategy</h3> <p>In order to produce great content, a good strategy needs to first be put in place. </p> <p>But what exactly makes for a good strategy?</p> <p>Simon outlined a three-step approach to creating one. </p> <p><img src="https://assets.econsultancy.com/images/0007/8773/see.jpg" alt="" width="780" height="438"></p> <p>As well as being free of fluff (i.e. a superficial statement of the obvious combined with a generous sprinkling of buzzwords), a good strategy should always be centred around the consumer's needs.</p> <p>This 'See, Think, Do, Care' framework can help marketers work out where the content gaps are in their existing customer journeys.</p> <p><img src="https://assets.econsultancy.com/images/0007/8774/think.jpg" alt="" width="780" height="438"></p> <p>That same framework can not only define the content that needs to be created, but determine how much to invest.</p> <p>The steps are as follows:</p> <p><img src="https://assets.econsultancy.com/images/0007/8775/do.jpg" alt="" width="780" height="438"></p> <h3>Remember what a great campaign can achieve</h3> <p>Finally, when putting a price on content, it is important to remember what a great campaign can achieve (in comparison to a good one). </p> <p>What does a successful campaign look like? If this success comes in the form of shares or traffic – how much would you be willing to pay for it?</p> <p>Essentially, questions like these can help determine how much to invest.</p> <p>And if the results are truly great, it's going to be far more worthwhile in the long run.</p> <p><em>For more on content marketing, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy"><em>Content marketing training courses</em></a></li> <li><a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing/"><em>Introducing The Periodic Table of Content Marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-future-of-content-marketing/"><em>The Future of Content Marketing</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68269 2016-09-09T09:48:27+01:00 2016-09-09T09:48:27+01:00 How Unilever is targeting the ‘conscious consumer’ Nikki Gilliland <p>With its sustainability portfolio growing 30% faster than the rest of its business in 2015, this certainly seems to ring true for Unilever.</p> <p>The company recently launched a new campaign to highlight how it is ‘building a brighter future’, so here’s why Unilever is putting sustainability at the forefront.</p> <h3>Promoting the purpose behind the product</h3> <p>Instead of directly promoting its brands, Unilever’s latest campaign, Bright Future, is designed to show how the company as a whole is making a positive impact on the world.</p> <p>Its new advert depicts the various people who have benefitted from Unilever initiatives, such as Dove helping 19m young people to build positive self-confidence and Domestos helping 5m people to access toilets.</p> <p><iframe src="https://www.youtube.com/embed/lZZlaTMekIA?wmode=transparent" width="854" height="480"></iframe></p> <p>By positioning itself as a brand with purpose, Unilever is able to tap into consumer concerns about global issues – as well as make them feel like they are contributing to change.</p> <p>If the act of buying a bottle of bleach or a bar of soap takes on greater meaning, it means that people are more likely to trust the brand and return in future.</p> <h3>Proof of commitment</h3> <p>The Bright Future campaign marks a continuation of Unilever’s strategy for social good. </p> <p>Since 2010, it has been working on its Sustainable Living Plan – a blueprint designed to reduce environmental damage and increase positive social impact. </p> <p>Focusing on three core issues – namely deforestation, sustainable agriculture and access to safe drinking water, sanitation and hygiene – it is certainly an ambitious project. </p> <p><img src="https://assets.econsultancy.com/images/0007/8798/Unilever_SL.JPG" alt="" width="780" height="545"></p> <p>Of course, it’s not unusual for <a href="https://econsultancy.com/blog/68097-purchase-with-purpose-how-four-brands-use-social-good-to-drive-consumer-loyalty/" target="_blank">brands to use social good</a> as part of a marketing message.</p> <p>The difference with Unilever is that its strategy is entirely fundamental to its business proposition – so much so that its plan could be described as an act of self-interest as much as it is a charitable one. </p> <p>Regardless, as the growth of brands like Knorr, Dove and Dirt is Good show, consumers seem to be responding to Unilever’s long-term commitment to these issues.</p> <h3>Authenticity through partnerships</h3> <p>As well as helping to initiate change, Unilever’s global partnerships also serve to increase authenticity and trust in the brand.</p> <p>By working with the UN and big name charities like Unicef and Oxfam, Unilever is undoubtedly able to utilise the knowledge and expertise of others.</p> <p>But similarly, these partnerships reassure consumers that the brand shares a specific set of values.</p> <p><iframe src="https://www.youtube.com/embed/IiCDPDhi6GA?wmode=transparent" width="854" height="480"></iframe></p> <p>This can apply to internal values, too.</p> <p>With research showing that working to benefit a good cause can <a href="http://phys.org/news/2015-01-corporate-philanthropy-workers-productivity.html" target="_blank">increase productivity by up to 30%</a>, a common goal can be used to inspire employees as well as the target demographic.</p> <h3>In conclusion...</h3> <p>With research suggesting a greater demand for corporate responsibility, Unilever is setting its sights on the ‘conscious consumer’.</p> <p>Now in the sixth year of its sustainability programme, the brand has certainly got a way to go before reaching its ambitious target. </p> <p>However, with campaigns like Bright Future reminding us of what it’s achieved so far, Unilever is hoping to persuade even more of us to help.</p> tag:econsultancy.com,2008:BlogPost/68271 2016-09-07T13:44:00+01:00 2016-09-07T13:44:00+01:00 10 useful takeaways from #BrightonSEO: Local search, AMP, content & more Ben Davis <h3>1. How to get started with AMP</h3> <p style="font-weight: normal;">Branded3's Stephen Kenwright suggests using <a href="https://en-gb.wordpress.org/plugins/pagefrog/">PageFrog</a>.</p> <p style="font-weight: normal;">The plugin converts HTML so it complies with both Facebook Instant Articles and AMP, allows for layout customization, as well as monetization.</p> <h3>2. YouTube keyword strategy</h3> <p>Phil Nottingham advised us to use playlists to rank for key phrases you don't have specific videos for.</p> <p>Here's a neat example from Jamie Oliver.</p> <p><img src="https://assets.econsultancy.com/images/0007/8841/Screen_Shot_2016-09-06_at_15.53.26.png" alt="youtube playlist" width="615" height="344"></p> <h3>3. SEO tools</h3> <p>Berian Reed, MD of Pure Optimisation, shared his favoured tools for SEO.</p> <ul> <li> <a href="https://www.deepcrawl.com/">DeepCrawl</a> for SEO project management.</li> <li> <a href="http://www.seomonitor.com/">SEOMonitor</a> to get more keyword data and revenue projections.</li> <li> <a href="https://www.distilledodn.com/">distilledODN</a> for split testing SEO.</li> <li>Your CEO for link building (yes, your actual CEO is your best tool to earn links, through interviews, outreach etc.).</li> <li> <a href="http://pureoptimisation.co.uk/keyword-expander/">Keyword Expander</a> for keyword research.</li> </ul> <h3>4. Content marketing guidelines</h3> <p style="font-weight: normal;">Martijn Scheijbeler of The Next Web <a href="http://pt.slideshare.net/MartijnScheijbeler/brighton-seo-september-2016">shared some insights</a> into how brands can approach content marketing like a publisher.</p> <p style="font-weight: normal;">Here are his six steps to content creation:</p> <ul> <li>Know your sources.</li> <li>Know your tone of voice.</li> <li>Come up with ideas; don't think too long.</li> <li>Measure what is important to you.</li> <li>Strategy depends on resources and scale.</li> <li>Think off platform.</li> </ul> <h3>5. Prioritising useful content</h3> <p>Stephen Kenwright also gave a lovely example of the power of useful content, which is most important, irrespective of word count or links to page.</p> <p>Searching for 'When do the clocks go back?', compare some of the newspapers' top returned pages with that of GOV.uk.</p> <p><em>GOV.uk's page is supremely functional, including dates, related content and add-to-calendar button.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8847/Screen_Shot_2016-09-07_at_09.02.19.png" alt="gov.uk page" width="615" height="426"></p> <p>Newspapers <a href="http://www.telegraph.co.uk/news/0/when-do-the-clocks-go-back-what-is-daylight-saving-time-and-why/">such as The Telegraph</a> offer longer waffly content designed to rank (and with plenty of internal links) but not suiting the user need as beautifully as above.</p> <p>Stephen gives a good comparison of GOV.uk with The Mirror's top returned page.</p> <p>The Mirror may have 8,500 more links, but its page for this term is pretty useless and the simple GOV.uk version ranks comfortably above it.</p> <p>A lesson for all there.</p> <p><img src="https://assets.econsultancy.com/images/0007/8828/Screen_Shot_2016-09-06_at_14.06.39.png" alt="when do the clocks go back" width="500"></p> <h3>6. Avoiding a site migration disaster</h3> <p>Jon Earnshaw, Pi Datametrics, spoke about <a href="https://econsultancy.com/blog/68116-five-key-points-to-consider-for-a-smooth-site-migration/">site migration</a>.</p> <p>Aside from the sensible entreaty to get SEO involved from the start, the following advice on preventing the staging site from 'getting out' caught my eye. </p> <ul> <li>Remember that robots.txt only blocks crawling not indexing.</li> <li>Use IP whitelisting.</li> <li>Require a login.</li> <li>Use a 'no index' meta tag.</li> </ul> <h3>7. Local search management</h3> <p>There has been 146% year-on-year growth in location searches on mobile (March 2016, <a href="https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html">Think With Google</a>).</p> <p>50% of local searchers end up in-store within a day (<a href="http://searchengineland.com/6-local-seo-stats-every-online-marketer-needs-know-226562">via Search Engine Land</a>).</p> <p>Using a location management platform like <a href="http://www.yext.com/">Yext</a> will update store data simultaneously across locations, post content to Facebook Locations and Google My Business pages and create store locator pages on site/in app with minimal dev effort.</p> <h3>8. Google Shopping tips</h3> <p>Rob Watson of Supplyant offered some great tips for optimising Google Shopping campaigns.</p> <p>My favourites were tests showing the effectiveness of longer 150-character product titles and the use of the URL redirect attribute to send users to a category page rather than the product page (which increased conversion by capturing browse-stage shoppers on broader terms).</p> <p><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns/">Here's all the detail from Rob's talk</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8807/Screen_Shot_2016-09-06_at_09.29.22.png" alt="google shopping" width="615" height="506"></p> <h3>9. Emerging forms of search</h3> <p>Tom Anthony gave us a nice roundup of three emerging forms of search.</p> <p><strong>Ambient search</strong></p> <p>This is the trend that Google Now started a while back.</p> <p>Google's <a href="https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.nfd2tlw73">own studies</a> show that a third of potential searches go unfulfilled for any one user.</p> <p>Ubiquitous personalisation is one way to address this, providing more relevant information through an increasing variety of devices.</p> <p><strong>Faceted search</strong></p> <p>This is how Tom termed the phenomenon of the results pages capturing more of the funnel.</p> <p>Direct answers are now available in search through the Knowledge Graph, essentially negating clickthrough to a website proper.</p> <p>Conversational search is also one part of faceted search, with answers provided directly without a website visited. Microsoft’s Purna Virji predicted at BrightonSEO that by 2020, 50% of searches will come from voice.</p> <p>The natural progression of faceted search is an experience that will capture more of the funnel - i.e. the filter and sort phase of ecommerce.</p> <p><strong>Transactional search</strong></p> <p>Sticking with ecommerce, search is set to collapse the funnel. Tom referred to this as transactional search.</p> <p>Checking out within the SERPs will negate web search altogether, and will be a large part of conversational search.</p> <p>Combining all three (ambient, faceted and transactional search), Tom imagined the scenario of talking to a personal assistant.</p> <p>Saying, "Okay Alexa, buy the cheapest five star washing powder that will arrive before Friday," requires Alexa to know information about billing and delivery, to find the best product and to complete a purchase (after understanding the language of the query, of course).</p> <h3>10. User-generated content</h3> <p>How can you get your audience to create content for you?</p> <p>Sophie Turton gave some excellent examples for inspiration, including <a href="http://www.modcloth.com/style-gallery/users/1791277">Mod Cloth's community of reviewers</a> and Nintendo's Super Mario Maker (a game based on letting gamers create their own levels).</p> <p><a href="https://econsultancy.com/blog/68263-three-ways-brands-can-let-their-audience-create-their-content/">Here's a rundown of Sophie's talk</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8784/Screen_Shot_2016-09-05_at_14.12.27.png" alt="mod cloth" width="615" height="412"></p> tag:econsultancy.com,2008:BlogPost/68259 2016-09-05T15:40:46+01:00 2016-09-05T15:40:46+01:00 Are online advertisers wising up about content quality? Patricio Robles <p>As Gizmodo's Bryan Menegus <a href="http://gizmodo.com/youtube-stars-are-blowing-up-over-not-getting-paid-1786041218">explained</a>, the <a href="https://support.google.com/youtube/answer/6162278?hl=en">Advertiser-Friendly Content Guidelines</a>, which describe "content that is considered inappropriate for advertising," have been in place for some time.</p> <p>But a change to the way Google notifies content creators about videos that run afoul of them has led some to believe that Google is enforcing new rules they weren't informed about.</p> <p>Some took to YouTube to complain, and a #YouTubeIsOverParty trending topic emerged on Twitter.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Youtube: This isn't a policy change, its just a notification/appeal change.<br>Me: So before you were just turning off ads and not emailing us?</p> — Philip DeFranco (@PhillyD) <a href="https://twitter.com/PhillyD/status/771393317305057280">September 1, 2016</a> </blockquote> <p>While some popular YouTubers are screaming "censorship!", that's really not the case.</p> <p>Advertisers have a vested interest in ensuring that their ads aren't associated with content that isn't in alignment with their brands, and advertisers and YouTube have the right to determine which content is appropriate and desirable for ad-based monetization.</p> <p>Historically, many advertisers have failed to do a thorough job of policing where their ads are displayed.</p> <p>This is certainly due in some part to laziness, but also to the increasingly complex online advertising ecosystem.</p> <p><a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">Programmatic</a> in particular makes it possible for advertisers to buy audiences, but also makes it difficult to control where those audiences are being reached.</p> <h3>Just how bad is the problem?</h3> <p>In some cases, this has seemingly unintended consequences.</p> <p>Take, for example, MeetMe, which bills itself as "a leading social network for meeting new people in the US."</p> <p>MeetMe <a href="http://www.sfcityattorney.org/2014/02/03/meetme-com-enables-sexual-predators-and-child-stalkers-herreras-lawsuit-contends/">was sued</a> by San Francisco's City Attorney Dennis Herrera in 2014 for failing to protect underaged users.</p> <p>At the time, Herrera stated that "MeetMe has become a tool of choice for sexual predators to target underage victims, and the company’s irresponsible privacy policies and practices are to blame for it."</p> <p>He claimed that "dozens of children nationwide have already been victimized by predators who used MeetMe to coerce minors into meeting."</p> <p>The case <a href="http://www.law360.com/articles/692914/meetme-changes-policies-settles-calif-minor-privacy-suit">was settled</a> in 2015, but critics of the company, some of whom it should be noted are shorting the company's stock, claim that MeetMe is still home to questionable content and activity.</p> <p>One company critic <a href="http://seekingalpha.com/article/3999917-meetme-1_50-target-price-advertisers-disavow-den-sexual-predators">recently claimed</a> that "it took us only minutes to find Tier-1 brand ads attached to sexually explicit / drug-related content on MEET’s mobile app."</p> <p>It then helpfully posted screenshots showing ads from brands like Coca-Cola, AT&amp;T, L.L. Bean and Target on pages these brands probably wouldn't expect to find them...</p> <p><img src="https://assets.econsultancy.com/images/0007/8744/meetme.png" alt="" width="400" height="327"></p> <p>A MeetMe investor relations presentation refers to companies like Disney, McDonalds, Walmart, Hallmark, Kraft and P&amp;G as "brand partners," although it's not clear that the company actually has a direct relationship with these brands.</p> <p>The company critic suggests that many of these brands are advertisers who purchase ads through third-party ad networks like MoPub, which is owned by Twitter.</p> <p>It goes without saying that no mainstream brand would consciously choose to display an ad alongside illegal or explicit content, but it can easily happen in today's online advertising ecosystem.</p> <h3>Reach doesn't always deliver results</h3> <p>As for YouTube, while it's not clear that the Google-owned property is "demonetizing" videos at a higher clip, the fact that it <em>is</em> apparently enforcing its Advertiser-Friendly Content Guidelines to some degree hints that advertisers just might be wising up about content quality.</p> <p>And that's a good thing.</p> <p>Sure, content creators might be upset that it will be harder to make money from videos featuring inane rants, vulgar pranks and the like, but they're not entitled to advertising dollars, and there's plenty of evidence that advertisers benefit most from true premium content.</p> <p>A recent comScore study <a href="https://econsultancy.com/blog/68086-ads-on-premium-sites-drive-67-greater-brand-lift/">found that ads on premium sites delivered 67% higher average brand lift</a> and the ability of premium content to deliver better results <a href="https://econsultancy.com/nma-archive/15251-premium-publishers-most-effective-for-performance-campaigns">has been observed for years</a>.</p> <p>So while viral videos with questionable content might deliver eyeballs, advertisers don't necessarily benefit when they lower their standards to chase reach.</p> <p>And as more of them come to accept that, it's possible that content quality will come to be discussed as frequently as, say, <a href="https://econsultancy.com/blog/66425-video-ad-viewability-is-a-major-problem-google-study">viewability</a>.</p> tag:econsultancy.com,2008:TrainingDate/3081 2016-09-05T04:05:35+01:00 2016-09-05T04:05:35+01:00 Advanced Content Marketing Masterclass - Singapore <p>People have learnt to avoid the massive amount of content launched into their digital orbit – screening out a nonstop barrage of sales messages. How can Content Marketing effectively engage and build trust with people online?</p> <p>This two-day Content Marketing Masterclass will enable attendees to build deeper customer relationships, loyalty, and commercial success through content marketing.</p>