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Video marketing has been an important tactic for big brands for years. But video is changing. By 2020, video will make up more than 85% of all consumer internet traffic in the U.S. Most of the videos people will be watching won’t be uploaded by brands or businesses – they’ll be uploaded by individuals. One of the biggest hang-ups many businesses have with video marketing is the production aspect. They want their videos to look professional – like they were produced by Hollywood directors. But you can do fine by using simple recording and editing tools. For example, InVideo can help you create stunning professional-level videos in minutes with pre-made templates. Most importantly, people aren’t looking for dazzling special effects. They just want good content that’s entertaining, informative, and story-driven. Not only does HubSpot introduce its new video series, “Brilliant,” the company tells the story of an entrepreneur who overcame significant challenges and built a business through persistence and determination. The video contains some excellent production elements, but it’s the story that drives it. These are the types of videos that garner attention and go viral. Instead of selling software, HubSpot has found a way to build a community around its brand. And that type of brand recognition is priceless.
A key trend in overall digital strategy development is the ongoing popularity of digital transformation programmes. A recent poll on a members’ webinar in digital transformation showed that a third of businesses are planning transformation within the next 12 months with a quarter already having embarked on them. This is similar to what we’ve seen in our more general surveys. Within digital marketing strategy, there is continued interest in developing integrated digital marketing strategies across multiple channels. Digital transformation programmes are a response to the challenges of digital silos in some companies where there has been a failure to integrate digital across a company. Instead, we recommend using a customer-centered approach to audit your approach for different personas across the lifecycle as shown below.
With all that talk about chatbots, the reality of modern marketing becomes clear: it’s more conversational. People want it that way, and so brands are reacting. When consumers have a question, 82% want an “immediate” response. Conversational marketing facilitates a one-to-one, real-time connection between marketers and customers: Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best. As per David Cancel, founder and CEO of Drift: “Today’s buyers expect to find what they’re looking for now, not later. As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.
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