Is the money you are investing in video making a difference?

| February 16, 2017

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The short answer would be “yes”. Investing in a robust and high-quality video digital marketing strategy is well worth it, and it’s helping more than you can imagine. If your video engages, your conversion rates can be increased with just one smart technique or the right content that goes viral for a good reason. Unfortunately, there is no magic formula, no clear pattern, or perfect algorithm that will cause your success to skyrocket overnight. That is why most might dare doubt the validity and reliability of video content. However, you do not need a one-hit wonder to tell the difference or one small investment with a significant payout. What you need to understand is the actual value of video content and, most importantly, its real potential for online marketing in the long run.

Spotlight

Horizon Media

The company’s mission is “To create the most meaningful brand connections within the lives of people everywhere.” By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $6.3 billion and over 1,200 employees.

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Valuable Strategies to Increase Website Engagement

Article | July 29, 2021

According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor's site instead. Therefore, creating an attractive website is a vital part of your marketing strategies. People search online for information that will help them make a more brilliant purchasing decision. Nowadays, the buying behavior of consumers depends on your website. If you want to stand out among others in this modest time, you will have to create an engaging and attractive website for your business. User engagement is a vital indicator that decides the success and ranking of your website. When visitors visit your site, you want them to read your content, interact with your forms, and appreciate your content enough to stick around, absorb, and convert. Unfortunately, 38% of people will stop engaging with a website if the content or layouts are unattractive. Engaging users is the first step of the conversion process. Therefore, you must have a robust strategy to increase website engagement. Types of User Engagement There are various types of user engagement. However, here are some common types for your reference. Social Engagement Emotional Engagement Contextual Engagement Engagement of Convenience Why is Website Engagement Important? Whenever consumers research, they always give priority to a website. Your website determines customers’ purchasing decisions. An eye-catching website with valuable information attracts visitors. Your website provides consumers thorough information about your products or services. Even it helps SEO to perform better and give favorable responses quickly. Once your target audience lands on your website and finds what they were looking for, they automatically start liking it and moving towards your brand to know more. Some Surprising Statistics about Website Engagement 57% of internet users say they won’t recommend a business with a poorly designed website on mobile. 38% of people will stop engaging with a website if the content or layout is unattractive. 88% of online consumers are less likely to return to a site after a bad experience. 77% of agencies believe that a bad website User Experience is a weakness for their clients. 39% of people will stop engaging with a website if images won’t load or take too long. 47% of Users expect a maximum of 2 seconds loading time for an average website. Slow-loading websites cost retailers $2.6 billion in lost sales each year. 75% of consumers admit to making judgments on a company’s credibility based on the company’s website design. If given 15 minutes to consume content, two-thirds would instead read something beautifully designed than something plain. A study found that 94% of negative website feedback was design-related. According to Google, 61% of users are unlikely to return to a site on mobile if they had trouble accessing it, and 40% visit a competitor’s site instead. Innovative Ideas to Increase Website Engagement Let’s take a look at some of the most essential and result-driven strategies to increase website engagement. Increase the Speed of Your Website Loading Visitors only will stay when they find the website is loading instantly. People exit the website when the loading time is more it makes them impatient. A study conducted by Soasta revealed that one second slower page loading could experience a 56% increase in their bounce rate. Include live Chat to Improve Customer’s Experience Including live chat for real-time assistance helps your audience to solve their queries and meet their requirement. Adding customized welcome messages and responding increase website engagement. It satisfies customers and influences them to take action. Keep Your Message Clear and Concise Every website or business has a purpose: selling products, educating your audience, or something else. While designing your website, you must keep your audience at the center. Your message should be crystal clear so that visitors don’t have to misguide. It should include value intention and appeal to your audience to experience what your offer. Keeping a crystal clear message increases website engagement. Keep Social Proof to Let Them Believe in Your Brand Social proof is the vital factor to increase buyer’s confidence and attraction towards your brand. Businesses use testimonials, real-time statistics, reviews, etc., in building brand credibility. Marketers considerit a valuable tactic to validate buyer’s decisions and increase website engagement. Personalize Your Communication Brands believe that personalized messages give better responses as compared to normal messages. Sending personalized messages makes consumers feel special. By creating a personalized message, you build robust connections with your consumers and convert them into long-term customers. Make Your Website Mobile-Optimized Mobile users accounted for a whopping 56% of website traffic. As a result, mobile has become one of the most used devices to enhance conversion. Therefore, ensure that the consumers should easily access the information you are sharing. Giveaway and Contests You can conduct interactive and attractive contests to influence your target audience. Customers love to participate in such contests. Creatively designed, well-researched, executed contests woo the audience and significantly enhance your website traffic. Make sure your contest endorse your giveaway regularly. Segment Your Visitors for Better Communication If you are planning to make a connection with a broader audience, you will find it challenging. Segmenting your visitors improves your communication with your audience. With the help of a targeted marketing strategy, you can divide a large market into smaller segments to focus on a particular group and experience an increase in website engagement. Approach with Persuasive Writing Your writing is an integral part of the website creation strategy. Your way of writing creates an impact on consumers. It will help if you think twice before delivering your message that the style, tone, information, slang you are using is worthy or not. Marketers believe that the language should be subtle, quirky, and sophisticated. Your content marketing should help your visitors to make you stand out from the others. Create Attractive Design An attractive and engaging website effortlessly woos the audience. The design should be minimalistic and still provide complete information. You can use infographics, videos, GiF, etc., to make your website informative and eye-catching. Know your target Audience Try to find out your target audiences’ requirements or value. It helps to create engaging content that your audience will love. You can ask for feedback that will help you to find out where you are lacking. Avoid taking too much time of your visitors by conducting a lengthy survey. Follow a Logical Structure and Have Enough White Space Placing images and content at an appropriate place plays a significant role in increasing website engagement. The complication in designs or having less white space on your website bothers your visitors. It is a science that involves organizing visual elements in such a way that help visitors to identify what they are looking for. Data Collection to Re-engage with Your Audience You need to secure all the data you are receiving from your audience. It allows you to re-engage with your customers and drive them back to your website. In addition, you can share valuable updates with them. Enhance Your Linking Structure Make sure that the link should have relevant and descriptive anchor text. It improves your SEO strategy. Creating excess internal linking annoys your visitors. Essential Tools that Can Help You to Measure Website Engagement Nowadays, marketers have different tools to measure website engagement. Here are some most essential website engagement tools. Google Analytics Heap Optimizely Hotjar Marketo Hello Bar Final Thoughts It becomes challenging to maintain the performance of your business without keeping website engagement strategies. Website engagement is an integral part of marketing that attracts visitors to buy products or services. While creating a website, you have to take care of many things that play a crucial role in increasing website engagement. Focusing on these websites engagement ideas will enhance your chances of success. Visitors only will stay when they find valuable and relevant content on your site. Creating an engaging and attractive website. Analyzing website performance. Make your writing style persuasive and crystal clear. Approach your audience with a personalized message. Increase the loading speed of your website. Frequently Asked Question What is website engagement? Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales. What is a good engagement rate? The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website. Why is website engagement important in metrics? Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is website engagement?", "acceptedAnswer": { "@type": "Answer", "text": "Website engagement is one of the most significant tactics to make your consumers loyal and stay with your brand for a long time. It makes your connections stronger with your consumer and enhances your sales." } },{ "@type": "Question", "name": "What is a good engagement rate?", "acceptedAnswer": { "@type": "Answer", "text": "The engagement rate depends on the industry size, audience size, types, etc. However, brands believe that above 63% for B2B and 71% for B2C is the ideal engagement rate for a website." } },{ "@type": "Question", "name": "Why is website engagement important in metrics?", "acceptedAnswer": { "@type": "Answer", "text": "Tracking engagement metrics on your website helps you understand your target audience and their requirements better. In addition, it takes your business to the next level by finding out your business loopholes." } }] }

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OTT (Over the Top) Marketing: A Boon For Businesses

Article | June 11, 2021

What is OTT (over-the-top) marketing, and how is it molding the world? Why are marketers over-enthusiastic about executing it? Find out the ultimate guidance regarding OTT marketing. There are several ways to receive a prodigious response for your business. Those are creative, technical, or economic methods that help grow your audience, find new leads, and so on. In the time of the pandemic, people cannot partake in outdoor activities the way they used to do. They are forced to be inside, and their medium of education, entertainment, or being aware is entirely different. One of the fastest-growing sectors is OTT which plays a significant role in making people's life entertaining and enthusiastic. It decreases the strain and gives them relaxation from their hectic life. Its market is currently valued at more than USD 101.42 billion, reaching approximately USD 223.7 billion by 2026. Let’s have a look at OTT, OTT marketing in 2021, and the complete information about it, which makes it substantial. OTT is a medium of providing television and film content over the internet. Nowadays, nearly everybody is streaming TV through OTT. There are various popular video streaming platforms like; Netflix, Amazon Prime, Disney plus, Hotstar, etc. The video, music, podcast, and audio quality has been revamped remarkably by the OTT adoption. What is OTT Marketing? OTT advertising is the conveyance of promotions through online video streaming. This incorporates associated TV publicizing (or CTV promoting), which runs video advertisement interferences, banner ads, sponsored content, and more. Here are some survey reports that state how OTT marketing is booming. A report by Conviva, a streaming media research firm, informs that video streaming grew by 20% in March across the globe, which included a high 26% increase in the U.S. In the OTT Video segment, the number of users is expected to amount to 300 million users by 2025. The average revenue per user (ARPU) in the OTT video segment is projected to amount to US$275.49 in 2021. User penetration will be 83.7% in 2021 and is expected to hit 88.1% by 2025. The largest segment is OTT video advertising, with a market volume of US$40,641 million in 2021. How OTT Marketing is Different From Traditional T.V Marketing TV advertising has been everywhere for a long time. It has been a prevalent medium for marketers to allocate their advertisement financial plan. Nonetheless, it has been changing drastically for as far back as a couple of years with a huge shift from traditional cable TVs to over-the-top (OTT) devices like smart TVs, phones, tablets, and many streaming sticks (Roku, Amazon Fire, Google Chromecast, AppleTV).Those are Internet-connected and can download videos from content delivery networks (CDN) and ads from online ad servers. The rise of online video utilization makes a massive inventory for video advertising. However, focusing on alternatives was still exceptionally restricted and fundamental. Focusing at the individual level was unheard of. Many, if not all, viewers frequently watched similar advertisements on TV, paying little attention to their inclinations or interests. The viewers should turn on their TVs to a specified channel at a specific time to watch content and accompanying commercials. The advertisers could pick the station, program, and time based on ratings and audience data provided by a few significant research firms. This choice interaction had a few connections to the target audience hence;, it was not exact or quantifiable. There were a ton of evaluations, projections, and expectations for return on investment (ROI). The objective was essential to arrive at the majority, fundamentally whoever had their TV on. The location and engagement activities of viewers were not known or reported. These limits gave advanced OTT advertising numerous benefits. Marketing Funnel for OTT Streaming Services To be successful in OTT marketing strategy, it is essential to comprehend the buyer’s journey and to understand this; we need to focus on OTT marketing funnel that assists in visualizing where the buyer is from, how he became your user, and when he showed his experience into your brand. The funnel is divided into three parts: TOFU (Top of the funnel) MOFU (Middle of the funnel) BOFU (Bottom of the funnel) TOFU (Top of the funnel)-This is the first step where the user gets aware of your brand or services. You will find many leads, but it doesn’t mean that they will certainly buy from you. They are at the first stage, where they are figuring out their problems by doing research. Therefore, don’t come with too much information to resolve their issues. They will become annoyed therefore; you have to provide specific & concrete information to your leads. MOFU (Middle of the funnel)-Once a lead passes, its first step enters the second step of funnel called middle of the funnel, where your leads express their interest towards your brand or services and consider using your product. BOFU (Bottom of the funnel)-Finally, your leads entered the third step of the marketing funnel, where they decide to be your customer. In this stage, the content you are providing should be persuasive and readily available. OTT Marketing Platforms There are various dominant OTT streaming providers growing unstoppably. Netflix, Xumo, Starz, Sling, HBO, ESPN, Hulu, Showtime, Amazon Prime, Fubo, etc. are some of them. Why Is OTT Marketing Booming? Marketers are enthusiastic about OTT advertising because advertisement directly reaches viewers through streaming devices and services. They experience these ads on their devices like; connected TV, Smart TV, Laptop, etc. OTT focuses on niche audiences, and when marketers run ads on OTT platforms, it automatically gives you those target audiences. So. marketers don’t need to cater broad audience unlike, traditional T.V broadcasting. Instead, ads are shown to your specific audience interested in your brand; therefore, it minimizes your ad spend. OTT Marketing Strategy 2021 has changed the way of marketing entirely, especially when you are looking for a specific audience. Modernizing your advertising has become the imperative footstep to woo your audience. Here are some meaningful steps that have been mentioned which can make your business profitable. Search engine optimization is the effective medium to be seen. With the help of SEO, you can be seen high when your viewers search for videos. Therefore, SEO Implementation is indispensable in this competitive advertising world. Millions of people are using social media such as; Facebook, Instagram, Twitter, etc. Create your brand-specific pages and profiles and maintain daily posts to encourage your audience towards your services. In addition, you can approach your audience in a very innovative way by making polls & quizzes, interesting image-based posts, etc. There is a considerable demand for memers across social media platforms. So, you can hire some famous memers to create engaging memes regarding one of your best video content. Offers & promotions are always welcomed. It attracts audiences and raises their interest in your services. So approach them with attention-grabbing offers. Display advertising is one of the best practices to persuade your target audience. In-display advertising, you should create some attractive, colorful graphical screen on the internet through logos, animations, videos, photographs, etc. Users always try to find the website or landing page regarding your brand. If you are holding a website, you can easily convenience your niche audience to visit your uploaded content. Push notifications have a 71% opt-in rate, an incredible opportunity to be adopted. Email marketing is the result-oriented medium where your reach millions of people by saving your time. Monitoring your analytics can give you the expected results. Numerous OTT platforms provide analytics. It helps to know about the ROI (return on investment) of your business. OTT marketing is booming. It is now unstoppable. A study by Roku found viewers of streaming TV in the U.S. could exceed traditional pay-TV viewership in the next five years. The research predicts that 60 million families will watch content on their TV exclusively via streaming services by 2025, which would likely trump traditional TV viewership by then. It aids in providing personalized content for your niche audience. Most marketers are experiencing great ROI while investing in OTT. Frequently Asked Questions Q. What is over-the-top marketing? Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services. Q. How to do marketing on the OTT platform? Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms. Q. What are the benefits of over the top? It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results. Q. What are the OTT marketing examples? Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is over-the-top marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services." } },{ "@type": "Question", "name": "How to do marketing on the OTT platform?", "acceptedAnswer": { "@type": "Answer", "text": "Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms." } },{ "@type": "Question", "name": "What are the benefits of over the top?", "acceptedAnswer": { "@type": "Answer", "text": "It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results." } },{ "@type": "Question", "name": "What are the OTT marketing examples?", "acceptedAnswer": { "@type": "Answer", "text": "Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing." } }] }

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Why & How SEOs Can Help Brands Craft Coronavirus Response Videos

Article | March 24, 2020

Even in the search industry, which prides itself on agility and adaptability, the escalating menace of the novel coronavirus pandemic is something very different. Collectively, we are pretty adept at devising new strategies and tactics when Google rolls out a major algorithmic update. So, we are fairly well prepared to respond quickly and effectively to the coronavirus pandemic as long as we recognize that COVID-19 isn’t an algorithm change. In fact, it is already having a bigger impact on user intent and behavior because the combination of a global pandemic and worldwide recession is changing our organic search results more than the Panda and Penguin updates did put together.

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What is a tribe and why does it matter for digital marketing?

Article | March 11, 2020

Let’s be honest: There’s a lot of noise online. As a brand, you have more than one competitor and it can feel like an uphill battle to be seen. You know the power of social media, but your audience’s feed is curated by an algorithm. This can be incredibly frustrating for lifestyle brands and, really, any brand out there today. But there may be a way to make this reality work for you: tap into a tribe. As author and entrepreneur Seth Godin put it, “A tribe is a group of people connected to one another, connected to a leader and connected to an idea.” Tribes are groups of people who align with a similar lifestyle, similar values, similar interests. They might even go so far as feeling like a subculture—think of Harley Davidson owners. The people who ride those motorcycles recognize each other’s status, dress similarly and even create “gangs.”

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Spotlight

Horizon Media

The company’s mission is “To create the most meaningful brand connections within the lives of people everywhere.” By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $6.3 billion and over 1,200 employees.

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