How digital marketing operations can transform business – McKinsey’s new report

How digital marketing operations can transform business – McKinsey’s new report

Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get

That is according to McKinsey’s new report – How digital marketing operations can transform business

If you don’t have time to read the full report here are our notes.

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Due to evolving consumer behaviour and the marketing landscape, marketing operations is becoming the most important to enable brands to connect with customers and to shape their interactions. When done well, it can provide a 15 to 25 percent improvement in return on investment.

Five steps to bring marketing operations into the digital era
Modern marketing operations calls for the development of new processes, coordination, and governance, as opposed to the conventional way of implementing new technology platforms, adding head count, or increasing digital marketing budget. Five attributes of effective marketing operations are identified.

1. Customer Insights – truly understanding customers

This calls for an ongoing, often moment-to-moment process of tracking, analyzing, and interpreting customer behaviour and attitudes. The aim is to target and shape content and experiences, and to optimize how they’re delivered. This requires data and sophisticated tools. Companies should map detailed customer decision journeys for their most valuable segments, using technologies such as ClickFox.
In this process, focus shall be placed on 1) collecting and making sense of the data, 2) quickly and continuously delivering the analysis, and 3) automating processes so as to scale this capability. Most companies are now at the beginning of creating customer-insights programs, e.g. monitoring and reacting to social-media conversations; what’s needed are to integrate and make sense of all sources of customer insights.

2. Customer Experience – delivering a superior experience

Getting the consumer journey right requires getting everything right. Apart from technologies and processes, various functions across the organization must coordinate to deliver it. Back-end systems such as order management and fulfilment are as critical as marketing, sales, support, service, and operations.
This process is a two-way flow of information. While an experience is delivered to the customer, there needs to be a system to capture shopper’s feedback to help the company adjust its offer or message. Experience shows this feedback loop not only optimises customer experience, but also often leads to reallocation of digital-campaign budgets.

3. Capabilities to Support Digital Marketing Operations – selecting the right marketing technology

Marketing technology enables the company to automate processes, personalize interactions, and coordinate actions. The system shall have the flexibility to work with large platforms such as Adobe or Oracle, as well as point solutions that are constantly innovating. A thoughtful application-programming-interface strategy shall be developed, to make sure the system has enough flexibility to hook into both current and emerging technologies.
Yet there is more than the “best” marketing technology. It shall consider how well a particular solution may integrate with legacy systems or how well it meets specific requirements.

4. Governance and Process – implementing processes and governance

With the right technology at hand, then it requires people, processes, and governance to ensure technology does what it’s supposed to do. Guidelines are key to success here; examples include how business units might pilot new technologies, how data will be shared across the organization, and which capabilities will be managed in-house or externally. An example showed the marketing brief and new product launch time is significantly shortened when the company adopted new approach to bring team together to establish clarity up front.

5. Key Performance Indicators and Measurement – using the best metrics to drive success

  • As companies become more customer-centric, measures of marketing effectiveness need to move beyond a narrow set of metrics:
  • Metrics should focus on customer activity rather than simply product or regional activity;
  • Metrics should reinforce new behaviours and processes, such as how fast a product is launched or how quickly lessons from the field be integrated into the next marketing offer;
  • Metrics should deliver insights quickly—often in real time —to allow business to act;
  • Metrics should be easy for decision makers to understand;
  • Metrics should be forward looking to identify future opportunities rather than focus on reporting what has already happened.

The Original Article -http://www.mckinsey.com/insights/marketing_sales/how_digital_marketing_operations_can_transform_business

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This infographic puts the effect of video into perspective

The effect of video and video production has been ever increasing, and video is being used worldwide by companies and individuals alike to promote a product or service. This growing need for videos has resulted in increased engagement statistics for companies that are capitalising on the trend, and the team at One Floor Up have collated this information into a vibrant and detailed infographic. These impressive statistics will only grow as the developing world becomes more connected. The question is, have you capitalised on the effect of video yet?

effect of video

As you can see, some of these results are quite staggering. If 92% of all mobile online video is being shared, imagine the potential if you used video to market your Android or iOS app. The purchase intent statistic also stands out, and the cost of video is well and truly justified if it brings in a wealth of customers for a business. If you’d like to develop a video for your company that aligns well within your budget, check out our community of video creators at Wooshii to start your journey into effective and affordable video production.

A big thanks to the team at One Floor Up for submitting this informative infographic to us.

 

The Do’s And Don’ts Of Corporate Video Production

The Do’s And Don’ts Of Corporate Video Production

This article was written by Duane Rajkumar on behalf of One Inch Punch Pro, a Toronto based video production company with experience creating corporate videos, music videos, short films, reality television and more. They are one of our video-makers on Wooshii. Check out their profile here.

Do’s

Develop A Clear Goal
It is imperative that you invest considerable time developing a clear goal before you start filming. You should define exactly what you’d like the video to do. You likely want to engage your audience and illustrate the company’s history and products. Much of this is accomplished through a well written script as described above.If you don’t have a clear goal in place before you begin filming, you might lose sight of the original purpose and create a disorganized and ineffective corporate video production.

Define The Audience
Before you begin filming you should make an effort to clearly define your audience. This way, you’ll know exactly how to create the content and cater it towards your target audience. While your company’s products and services might not appeal to the masses, they do have a special meaning to those who you’ve pinpointed as the target demographic. So narrow your video’s content to fit this demographic and don’t look back. You should have no fear of leaving details out of your production. Less is usually more, considering that the best videos are usually only one to two minutes long.

Keep It Short And Sweet
Attention spans are shrinking as time marches forward. The typical person will only remain engaged with a video for about a minute and a half. Consolidate the information that you’d like to present to create a story that is well paced. It should get the point across in two minutes or less.

Connect With The Audience
Take your time when you are crafting the video’s storyboards. Your goal should be creating content that really makes an emotional connection with the audience. If this seems a bit too serious for your video, aim to create content that leaves a lasting impression on the viewers. It is critical to understand that almost every purchase is the result of an emotional decision. People are willing to overlook superior products and services for those that made a meaningful impact on their feelings. So, aim to engage the viewers in a way that will really make an impact on their emotions and your corporate video will be a success.

Don’ts

Rely On Amateurs For Voice Overs
While it is tempting to save money by using someone in-house for your voice overs, it has the potential to backfire. Voice overs add professionalism to your corporate video. Remember, you aren’t filming a family movie here. A voice over artist knows all the tricks that are necessary to get an audience’s attention and instill trust in your brand.

Fast Or Slow Animation Pace
If you use animation in your video, take care to ensure that it is implemented with the proper pace. If it is either too fast or slow, it’ll conflict with your voice overs. This will confuse viewers. Animations and voice overs should keep an even pace with one another. Even if you have an ample budget, you should take care to not go overboard with the visuals. Your video should be all about conveying a message instead of visually impressing viewers.

Let The Music Steal The Spotlight
While good music is critical to a video’s success, if it stands out too much, your viewers will lose sight of the video’s message. Music should be incorporated to supplement the video content, not steal viewers’ attention. So select your video’s soundtrack carefully.

Information Overload
Don’t bombard the viewer with information. Narrow your presentation down to what matters the most. This way, you won’t overwhelm viewers. Sometimes, less really is more. If you try to cram a bunch of company history into the video, you’ll rush it and the pace will be too fast for viewers to absorb. So pick and choose wisely. Select the material that is most important and build a story around this information.

Neglect The Script’s Importance
A video’s story and script are central to its success. While you might only be creating a video that is a minute in length, you should still build a solid story. People aren’t looking for just glitz and glamor. Most want to view something that has some substance to it. Try to write a script that grabs the viewer’s attention right away. This sets the stage for what is to follow and really serves to engage the audience from the start. When writing the script, focus on your company’s mantra and the products or services that it provides.

$20k Surplus Budget – Room for Digital Budget Experiments?

$20k Surplus Budget – Room for Digital Budget Experiments?

Get creative with those end of year budgets.

It’s that time of the quarter and time of year to wrap up your budget spending. You could be allocating funds to the new and experimental.

For many, those budgets are attributed to more of the same.

I gathered some media owner, media agency and client-side digital friends and asked ‘if I gave you an additional $20k to allocate before the end of the year, where would you spend it?’  This is what they suggested + some links to people who explain it better than then media owners do.

Of course my suggestion is always going to be to dip your toe in video production.  Start with an asset to use for remarketing via YouTube Trueview or to increase on-site conversions. As soon as you overcome the production obstacle, you accelerate in enhancing customer experience, programmatic buying and building the brand with the exactly right audience.

It’s also end of year and pre-holidays so unless it’s the busiest time of the year for you (hello retail friends) it’s a good time to get creative

How can you get 200K video views?

alpharooms.com share their video 200,000 times and their video remarketing campaign is more cost-effective than search

 

alpharooms.com, founded in 1999, is a worldwide travel brand that offers discounts on hotels, flights, holidays, car hire and other holiday extras. Their portfolio includes 250,000 hotels and apartments in over 40,000 destinations.

Last year, when looking at their brand searches on Google, alpharooms.com noticed that several unofficial videos had started to surface in the results, including obsolete voucher codes and old brand messaging. These unofficial videos acted as a catalyst for alpharooms.com to start planning their first video online campaign. Jamie Shuker, MD of alpharooms.com, remarks the reason behind their foray into online video was to gain more control over the consistency of their brand messaging. ‘We wanted our core messaging to be conveyed in as engaging a way as possible to a wide audience, and the obvious solution was video.’

He adds that

‘we always had video on our horizon as we know how powerful it is in raising awareness, so we didn’t need very much convincing. The key was finding a method in which to do our first test which didn’t take too much financial commitment, so if our first attempt didn’t succeed, we at least tried it and could learn from it.’

alpharooms.com opted for two low risk solutions to launch their campaign: they produced their video using a video marketplace, and promoted it on TrueView in-stream.

 

Using innovative video production solutions enabled alpharooms.com to enter the video space

 

alpharooms.com wanted their video ad to clearly explain their unique selling points without any fuss. ‘Our proposition is very clear and we wanted our unique selling points to speak for themselves,’ says Jamie. They felt the most effective way to highlight and bring to life their advantages was through a short engaging animation, front-loaded with branding in the first 5 seconds.

They felt Wooshii was best suited to their needs.  Jamie explains, ‘traditional methods of getting our video made were beyond what we were willing to pay for this trial campaign. With Wooshii, we could set our budget from the start and post a brief for free to see who was interested. It enabled us to bypass any unnecessary stages and cut straight to the chase. We immediately started receiving pitches once we posted our brief. We got fast results without spending too much time or a fortune.’ After browsing portfolios of video-makers and reading reviews, alpharooms.com then chose the animator they wanted to work with.

Screen Shot 2014-11-28 at 11.07.58

Wooshii’s in-house production managers were on stand-by to guide them through the process. With this being their first venture into video, ‘no one had prior video experience, so it was great to be able to ask questions, although the process was very straight forward.’ The ease and speed enabled them to finish their production in time for their pre-xmas launch. ‘Being able to turn around the video on a tight deadline, having full control over our budget and having such an easy process was great as not many places offer this. And the results were of high quality.’

 

TrueView in-stream enabled alpharooms.com targeted reach

 

alpharooms.com launched their TrueView in-stream campaign before the January peaks in order to raise awareness early. TrueView in-stream provided alpharooms.com with a cost-effective way to reach their audience. With TrueView in-stream, a user can choose to skip the ad after 5 seconds or continue watching. Advertisers only pay after a user has engaged for 30 seconds (or if the video is shorter than 30 seconds, advertisers pay on completion of the video). ‘We were able to show our message knowing that only interested parties would engage with it, which avoided a lot of wastage.’

The variety of TrueView targeting options available to advertisers enabled alpharooms.com to refine their target audience. They tested retargeting as well as broader options based on user interests.

 

The performance of the video ad went beyond their expectations

 

‘Our video remarketing CPAs were far lower than expected and lower than our Search campaign CPAs.’ The video received over 200,000 views, ‘which is amazing exposure for our brand. Even more impressive was the fact that our video was watched in total for 140,000 minutes. We hadn’t anticipated such levels of engagement when we embarked on this campaign.’

Jamie concludes, ‘with video performing way beyond our expectations, we are likely to do more in the future to continue to reinforce our brand messaging, using TrueView as well as Wooshii.’