Content and Sales Trailers

The buzz phrase in digital marketing has been “content is king” over the past few years. The only constant in this world is change. Most content is creating noise and assaulting our senses as consumers.  It is time to maximize our efforts, simplify and build content that engages, acquires and converts.

Welcome to the age of the “sales trailer,” the creative pieces of content that get you to go to the movie that took millions of dollars, teams of talented people and years to create. The same is happening to our businesses: We have the drive and ambition to build incredible products or services and we want to tell everyone everything about it. We need to realize that it’s not about us but about entertaining them - the customers that buy the tickets to our movies.

But it’s no longer how much. Below are the trends I see influencing less-is-more in digital marketing.

1. Precedent set: Apple’s minimalism movement wins

The standard has been set in terms of design, product and messaging. The marriage of boldness and simplicity has changed the digital marketing game forever. The most successful and iconic brands of the day -- Apple, Uber, Nike, Google -- all market using bold strategies that say very little. Their success is due to creating massive channels of advocates. As well as their ability to brand an instantly recognizable image or slogan that instills particular values and warrants a calculable response.

2. No one really reads,  they digitally skim

You are probably skimming this article. I was once told, paper is for the heart, the screen is for the head. The way people consume information has evolved - folks want information quick and easy; infographics, videos, pictures, you name it. Multimodality and omni-channel is the name of the game; people simply don’t have the time (or the desire) to consume information that requires a hefty time investment. Quick bursts that effectively summarize a topic get a message across far more effectively than a lengthy document.

3. Get to the info fast - like right now!

We want our information fast: a picture is worth a thousand words, a video could very well be worth a thousand sales. When I look at new client’s sites or marketing, 90 percent of what I see is endless noise. We fall into a habit of throwing so many words at the audience, very little of which make a genuine impact. Poorly marketed information nets minimal attention. Marketers must get to the point as soon as humanly possible through highly relevant and deliberate diction. Spread through the right channels, the right content is the difference maker and can create an astounding impact, even with just a few words.

Read the rest on The Entrepreneur

4 Key Digital Advertising Trends

Great opportunities abound with digital advertising to reach different classes of audience at different places across multiple devices. This is especially so as innovation set up new opportunities in this space.

Several questions beg answers to help advertisers engage their targeted audience. Understanding the basic trends in digital advertising will help advertisers and digital marketers measure performance towards effective campaign management.

1. Behavioral data.

It's important that the budget is spent not just to target a large set of customers, but customers that fit your profile. You enjoy more engagement with the right audience. 

Behavioral data helps you to target groups of people across multiple advertising properties. Behavioral targeting providers can profile a group (e.g. working-class mothers with kids) based on an analysis of online searches, Internet browsing habits, purchasing history and much more. If you’re targeting specific types of consumers, behavioral data can mean the difference between a bungled campaign and a huge victory.

2. Native advertising.

When websites feature advertisements that emulate the content and style of their own site, we consider it as native advertising. Native ad spending will climb from $3.2 billion in 2014 to $8.8 billion by 2018, largely because advertisers are seeing above average engagement with this format, according to an eMarketer forecast.

Native ads are typically long-form blog posts, infographics or videos that aim to inform, entertain and inspire people without directly promoting a product. For example, a banner ad from a clothing retailer might promote a winter clothing sale, but a native ad from the same retailer might discuss winter fashion tips instead. Typically, native ads are tagged with a disclaimer such as “sponsored content”, “paid post” or “promoted by”. 
If you’re targeting millennials, who tend to be put off by "salesy" ad content, consider native advertising. Now that publishers are partnering with advertisers in the production process (i.e. helping them write and edit), it’s easy to get expert help.

3. Mobile video advertising.

Ooyala’s Global Video Index stated that between Q3 2012 and Q3 2014, smartphone and tablet video consumption grew 400 percent and now accounts for 30 percent of all online videos played. 

Mobile video consumption is growing rapidly and providing advertisers with a way to reach consumers when they are paying attention. This trend has been helped along by the expansion of fast 4G/LTE coverage. The bigger iPhone 6 screen and the popularity of other ‘phablets’ (large-screen smartphones) also reflect the growing importance of mobile video.

Mobile video viewers are what you might call a "captive" audience. When TV commercials begin, people look down at their phones. On the bus or subway, people focus on their digital screens instead of the ads passing by in the cityscape. When radio ads begin, people change the station. However, when people are already looking at their smartphone, nothing is going to distract them. Use mobile video ads to take advantage of this undivided attention.

4. Viewable impressions.

Until recently, digital advertisers were very susceptible to fraud. Many were misled into paying for bottom-of-the-page ads that no one scrolled down far enough to see. "Click fraud" was also a huge risk. Essentially, some people realized they could run up their competitors’ advertising bills by creating computer programs (“bots”) that automatically click ads. This practice became so rampant that fraudulent bot traffic may have cost the advertising industry as much as $11.6 billion in 2014. Thankfully, new viewability technology and an advertising model called “viewable impressions” are eradicating both of these problems.

With viewable impressions, advertisers are only charged if the ad appears on a user’s screen for a minimum duration. According to the industry standard, for a display ad to count as a viewable impression, 50 percent of the pixels have to appear on the screen for a minimum of one second. For video, 50 percent of pixels have to appear for a minimum of two seconds. Bots can’t create fraudulent viewable impressions because they can’t complete the actions that distinguish a genuine user view from a false one.

Behavioral targeting, native advertising, mobile video ads, and viewable impressions are the defining trends in digital advertising. The strategies that worked for advertisers for the past five years won’t work indefinitely. As these trends illustrate, the channels are continually changing, and the audience on the other end has new habits and preferences. Get the most out of your advertising spend by testing these new four strategies and discovering what works for you.

Culled from The Entrepreneur

How To Be Smart (Part 2)

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Developing good habits is one sure way of maintaining a healthy life. It improves your emotional intelligence. It’s another phase in learning the art of being smart. Here are some suggested practical steps to continually take to cultivate and sustain good habits:

1.  Always ask questions. Asking questions and questioning everything around us constantly is what makes us smarter. There's nothing wrong with not knowing the whys or the hows! Everybody has something that they don't know. But by developing a healthy habit about asking politely when you don't know something, you'll find yourself getting smarter and smarter.

2.     Set goals once a week. Ask yourself during each goal-setting session, how many of last week's goals did I achieve? Why didn't I accomplish some of my goals and what can I do to give myself a greater chance of success?

- Constantly work hard to achieve each of your goals. Without goals, you would have nothing to hope for. Reward yourself after accomplishing your goal.

- Be organized. You don't need to be a total neat freak, but wasting time is not smart. Of course, there are many geniuses who are completely disorganized (think of the absent-minded professor) but if you're making an active effort to be smart, taking a conscious approach to how you spend your time is a big step in the right direction.

3.     Devote time to education. Educating yourself takes time, and if you want to get smarter it is going to require effort. Education doesn’t just mean attending school and coming out on top of the class. School is just one source of information. If you have straight A's, that doesn't mean that you are smart (though that could mean brilliance). There are many sources of information out there. For example: books, documentaries, and the almost boundless Internet. Exercising an open mind will make you more intelligent and constantly learning will help you achieve your dream of being smart. Don’t expect it to happen overnight. You need to spend a lot of time actively thinking and learning if you want to really be smart.

Source: Wikihow

How To Create Wealth

If your goal is to become wealthy, you have to know how wealth is created.
The answer is contained in two words: “add value.”
All wealth comes from adding value in some way. All wealth comes from serving and satisfying your customers better than they could be served and satisfied by someone else.
Wealth is the result of adding value to them in a way that no one else can match. Think of it as your contribution to someone else and the end-product is the person's satisfaction and by-product is your paycheck which can be in several forms. The more contribution you make, the greater your paycheck. The more people you contribute to, the fatter your paycheck. Thus, it's safe to say that the value you have multiply by the people who benefit "immensely" from that value equals your wealth, or anybody's wealth.
Consider the richest people in the world, Bill Gates, Larry Page, Aliko Dangote and estimate the value they have made to several lives. This insight will give an understanding into the extent of their wealth and their steady and continued rise in fortune.
In your job, you should be looking for ways every day and every week to add value and to become more valuable than you were before.
Throughout your career, your main focus must be to constantly seek out ways that you can add value to your boss, to your co-workers, to your customers, to your suppliers, and to everyone else and anyone upon whom you rely for your success.
This should be your motto: “Add value, add value, add value!”

Credit: Brian Tracy
 

How To Be Smart (Part1)

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To be smart is being armed with sufficient information to challenge any problem with possible solutions. For you to be able to do this, you need to continually improve your education. This is the first step in learning how to be smart. Here are some practical suggestions:

1.    Aim to educate yourself. Keep in mind an education isn't the junk you are forced to do in school for diplomas and degrees; it's an understanding of the world around you. People who are naturally curious for some reason begin to stop asking questions the moment they hit school. The truly brilliant mind however, always questions their world and tries to make sense of it. That is the secret to "genius".

2.  Work on your vocabulary. Use a few definitions from the dictionary each day, or subscribe to a "word-of-the-day" service online. You can also take the vocabulary tests in Readers Digest or buy a book on increasing your working vocabulary. Read the dictionary one letter at a time. This will take you at least a year but you will grow intellectually.

3.  Read a variety of books. Reading a lot is often described as the secret to intelligence. The smartest people in the world tend to read every single day. You may not always enjoy it, but reading will open up your mind to a variety of new ideas and experiences. Keep your reading diverse by reading books of all genres including non-fiction.

4.  Educate yourself about the world around you. Cultivate an interest in subjects like current events, interesting facts, funny and inspiring quotations, good books and movies, scientific studies and interesting inventions. Educational television, like PBS, is a great way to learn. Learning to think critically about the world around you by being aware of cause and effect in events will make you much smarter. If you can read much faster than you can speak, it is much more efficient to read a book, or better yet a non-linear electronic document like a wiki than to watch a show for all but the most intellectually demanding or video-dependent learning. Commercial television is particularly bad because its ultimate purpose is to do just enough to keep you at the TV and its ads, not satisfy you so you can do something else.

5. Make connections. Find uses for information, rather than just collecting useless trivia. Burying information somewhere deep in your brain is not useful; you have to be able to access it in real-world situations. Think of real-world situations in which a piece of information will make sense. Then share it and watch it grow!

Source: Wikihow