The Rise of Online Video

Every day I find more and more information on how video continues to affect marketing. This can be observed from an analytic perspective as well as live events where a video is shown. A basic sample of the second situation is a film festival. Last night, I attended the screening of “The Impossible” which screened at the AFI festival in Los Angeles. The movie is based on a true story and recounts the struggles of a family that was caught by a tsunami while they were vacationing at a resort in Thailand. A story of this nature moves people and shakes their emotions. We all knew that this was just a movie but we couldn’t stop from feeling fear, sadness and love. The brand, AFI selects films that align with its mission, fills theaters and get sponsors that want to reach those audiences.

Also on the live events front, I recently produced a short film for a non-profit that provides services for people with mental problems. The completed film was screened for the first time at one of their fundraisers. We developed a story around two patients and their families and highlighted how the center has changed their lives. As the video was playing, I could see how people engaged with the film and followed the story. At the end, then entire audience voiced their joy and happiness for the victory of the patients of the center, they live normal lives. The viewers were happy to be part of a group that is making a big difference on many people’s lives and the video was the proof. They contribute to the non-profit.

On the analytic side, a recent Pew Internet & American Life Project study has released some data on the influence of online video during this year’s election cycle. According to the study, 66% of internet-using registered voters have gone on the web to watch videos related to the election. Discovering political videos on the web also seems to be a highly social experience. Per the study, 62% of internet-using registered voters have had others recommend online videos to them about the election or politics. Maybe the next president of the U.S. is elected because of its online video and social media strategy.

Brands that produced social videos enjoyed a strong third quarter with more than 1 billion total social video views, up 15% over the second quarter and up more than 75% over the same time period a year ago, according to a Visible Measures just-released report on social video advertising. The take away here is the raise of online video as a key player on marketing through social media and video and by default mobile. Read more:


Facebook Guidelines

Creative, simple, passion, measurable, shareable = Facebook

Experiential and Social Hold Hands

In the age of digital, humans still need the experiential factor. Imagine building web sites, apps, e-commerce sites, etc. and just using social, online advertising and search to drive traffic to your digital assets. You will be living money on the table. When I started my marketing career and before that, when I worked on entertainment, there were marketing conferences and film markets/festivals. They were a must attend to meet the brand managers, marketers, producers, distributors, buyers, etc. Over a decade has gone by and those events still draw hundreds and thousands of people around the world.

The above refers to B2B. But there are many events that target consumers and you should consider them. There are the usual suspects: music concerts, sports, fairs, etc. If you do your homework, you will find additional events that reach a more local audience and require a lower investment. Given your unique business needs, you may focus at the local, regional or national level. Regardless of the geo targeting, you need to develop an integrated approach with a well calibrated and balanced mix of marketing tactics that provides you with the best possible results.

The key takeaway is that while it is important to build your brand in the digital arena, you still need to focus on building real and live interactions with your customers and prospects. I invite you to read this article from Bryan Boettger on the subject. He elaborates on the Red Bull and Felix Baumgartner jump from space and the concepts of “real” and “live.” Read more 

Marketers: Hispanics Influence Non-Latinos In Brand Choice


This article brings front and center a trend that started a few years back and affected the food, fashion and music industries. I recall reading articles on fashion journals and learning how decisions on color patterns, fabrics and other were being influenced by Hispanics and African American tastes.   Music is another clear sample. African Americans musicians and talent have dictated global trends in the industry. Most recently, there was a wave of Hispanic musicians that crossed over and gained appeal in mainstream America. Performances and songs by Ricky Martin, J-Lo, Shakira, Enrique Iglesias and others reached top positions on radio and TV play.

The latest study from Experian Simmons quantifies the influence that Hispanic lifestyle and culture have had on broader non-Hispanic communities in the U.S.  Read more:

We don’t see things as they are, we see things as we are.

We don’t see things as they are, we see things as we are.

– Anais Nin

IPhone 5 Could Account for 0.33% of GDP Growth on Q4-2012

According to Michael Feroli, J.P. Morgan’s chief economist, sales of the new Apple phone can contribute quarter and half a percentage point to annualized economic growth in the fourth quarter.

J.P. Morgan’s analysts project sales of 8 million iPhone units during the last 3 months of the year. If you do the math, at a $400 sell price after accounting for deductions, it is a 3.2 billion boost to the GDP on the fourth quarter. That figure can be larger if more units are sold.

Economists that believe on a free market economy get a point here. High demand and low supply will keep prices high and the equilibrium point provides such a great margin that it will contribute to the growth of the GDP. The Congress, the White House, or the Federal Reserve have not been able to achieve this goal. However, a product with great features and ease of use may manage it.

My take on this is that if more marketers and companies that create and manufacture products for mass consumption focus on creating value and quality for the consumers, we would have a better economy. Read more on this subject at the Wall Street Journal

TV Advertising To Students Most Effective; Email Best Reach

While reviewing the findings of a recent article from MediaPost’s Research Brief with highlights of a proprietary 2012 College Marketing Report from the Barnes & Noble College Marketing Division, I was surprised to learn that e-mail is one of the methods providing the most reach among college students. Key finding are listed below.

 Best Way To Reach College Students by Company or Brand (% of Respondents)
 Medium                       % of Respondents
 Email                        20%
 TV commercial                19
 Coupon                       14
 Facebook ad                  9
 On-campus WOM                9
 Social coupon                8
 Print ad                     8
 Website ad                   5
 Radio commercial             4
 Texting campaign             3
 Source: Barnes & Noble College Marketing, September 2012

Significant findings from the 2012 College Marketing Report include:
• Although Internet and social media usage is strong among college students, 42% still say TV ads are the most effective form of advertising
• 65% of college students engage with brands via social media at least weekly, primarily on Facebook, and a third do so at least three times a day. However, 55% do not think Facebook is a good place for brands to advertise to them
• Students are most motivated by brand loyalty as a key driver of social engagement (26%), but also love a good coupon offer (26%) or fun contest (19%)
• 61percent do not believe a text message campaign is a good way for a brand to connect with them. Further, 58% of students view the majority of their emails on their laptops
• 59% of respondents say friends have the biggest influence on their purchasing decisions, both online and off
• 63% of students never scan QR codes located on ads
• 68% of college students would be interested in becoming an on-campus student brand ambassador, while half of students would like brand ambassadors to help during move-in
• 70% of students say they’re more likely to buy from a brand that supports a charitable cause and 63% are willing to spend more on products tied to a charity

Read more.

Celebrities And Brands Are A Good Digital Mix


A simple analysis of partnerships among brands and celebrities demonstrates the value of this association. My mother used to tell us “Show me your friends and I’ll tell you who you are.” When we look at the advertising industry and its reliance on Hollywood for talent that takes part on TV and video spots we are able to find a winning formula. That formula is applied to the TV spots playing on events that deliver the largest audiences: Olympics, Super Bowl, the Grammys, etc.

Brands with spots that featured a celebrity during the Super Bowl Game included Doritos, M&Ms, Honda and Chrysler. Results were mixed but in general spots with celebrities in them delivered good results. We should also consider the influence of optimized videos and landing sites on the overall results.

The latest campaign from Calvin Klein follows that vein with the launching of its newest bra. Supermodel Lara Stone is the celebrity that features the Calvin Klein’s bra. The twist on this global campaign is the portion that will be digital. According to MarketingDaily, Calvin Klein says digital channels will account for 70% of the global media mix, and include an interactive Facebook application which allows users to share personalized images. There will also be a hashtag sweepstakes on Twitter as well as Weibo. Read more.

Hispanics are Driving Growth in the Technology, Telecommunications and Entertainment Sectors

Recent research released by the Association of Hispanic Advertising Agencies (AHAA) highlights the importance of the Latino market for these three categories. An important point in the report is that for every additional point increase in Hispanic marketing focus yielded a boost of about two-thirds of a point in average annual growth. In other words, if a company were to allocate an additional10 percent of ad resources to Hispanic media over five years, in general there would be an average increase of 6.8 percent in organic revenue.

One of the conclusions of the study is that the Hispanic market has moved from opportunity to a required corporate strategy for sustainable growth, particularly in the technology sector. In this discretionary category, Hispanic allocation is a significant driver to boost organic growth, particularly among companies that don’t have as revolutionary product innovation advances in their pipeline as iPhones or Google Android. Read more at HispanicAd

Facebook Scored Lowest on User Satisfaction

Facebook had the lowest score among social sites that were measured in categories like customer satisfaction. Google + tied in first place with Wikipedia. One of the reasons why Facebook users are dissatisfied with the platform is the interface changes. “As soon as they get used to one new interface, there is another rolling out. In fact, when asked what they like least about Facebook, a significant portion of respondents specifically mention the ‘timeline’ feature.” Read more:

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