Tag Archives: digital

Harnessing the Power of Video Marketing in the Online Environment

Marketing Matters is a monthly column covering how marketers today can use Digital to drive innovation and results

Today, video is an exceptionally important marketing tool for most businesses. Video is so powerful largely because it can tell a story in a complete visual way. Over the past decade, online video has exploded into importance – quickly becoming a popular way for people to satisfy their information and entertainment needs. Video is also an important element in content marketing: statistics show that it drives traffic and that using videos on landing pages drives conversions, engaging viewers and fostering sharing and circulation. And naturally, video has become an indispensable part of social media and search engine optimisation strategies.

Video marketing begins with channels. As we know, YouTube is the video channel giant for both business and personal use. Google, the owner of YouTube, is now introducing ‘buy now’ buttons on for mobile searches, where customers seeking specific items from participating retailers will be able to instantly make purchases, opening up an important new path for potential customers and creating remarkable opportunities for marketers.

At the same time, most people are unaware of just how big Facebook has become as an emerging video sharing platform. According to Statista, the share of online population of Youtube has been going down the slope slowly since Q3 2014; and yet a trend spanning three straight quarters. Recently, lesser brands have been posting YouTube videos on Facebook; given the facts that Google owns YouTube and that Google and Facebook are competitors. Brands have ‘gone native’ and now post Facebook videos directly to Facebook. Other video platforms like Vimeo are also shifting traffic away from YouTube.

Because of this, in terms of interaction figures, Facebook has virtually wiped out YouTube, as native Facebook videos perform exponentially better than videos from all other platforms. Facebook videos are also shared more than YouTube links, as they can be shared directly. Bear in mind that those who create video content for YouTube will not optimise their success if they are not posting on other platforms as well, particularly short video and photo platforms like Vine and Instagram, which are now eating into Facebook’s market share, proving just how quickly the market is evolving.

Facebook has become a market leader due to their ability to capture a lot of data and their aggressive advertising and marketing strategies. This is very good news for marketers. However, the entire social media environment is highly dynamic and is changing every minute. Competition among different platforms is driving rapid innovation, with customer-friendly features coming out every day. To take advantage of this environment and capitalise on the benefits, marketers need to understand and stay on top of this situation.

Creating great video content starts with the mission – does the video need to generate awareness or generate a response? The beauty of video is how it can create a virtual experience and give an audience the feeling of ‘being there’. Video is highly flexible – it can demonstrate product features, like operation manuals, or for B2B video can provide a sales talk or an interview.

Being informative is not enough however – there also needs to be emotional appeal. Some videos are like TV commercials; others are more like MTV, micro-movies or even movie trailers. These are more emotionally appealing, making people laugh or cry – frightening them or generating comments. Generally though, B2B companies avoid humour in marketing.

In terms of content, video marketers need to be aware of time limitations: even though YouTube supports long-form video, these videos needs to be punchy and eye-catching to attract attention and get the message across. Keep in mind that different channels may require different versions of the same video.

The good news is that thanks to the amazing diversity of available technologies, the cost of video production continues to fall, making viral videos easier to produce and promote. Still, regardless of how well your video is produced, it may not yield the desired results if it does not include a call to action. Before you begin, think about what you want people to do when they finish viewing your video. To achieve a lasting and memorable impact, ensure you include both a visual and audible call to action.

Always bear in mind of the lifecycle of digital platforms in general and the fact that ‘the next great thing’ is always waiting in the wings.

Good luck!


Article by 

Daniel Wu, General Manager, Epicentro

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Epicentro specialises in digital content development and is a member of the Pico Group

Awarded ‘Events Standard of Excellence’ and ‘Marketing Standard of Excellence’ in 2015 WebAward for Outstanding Achievement in Web Development by the Web Marketing Association

Daniel has been with Pico for over 15 years and is a seasoned event marketing industry professional. Foreseeing the ample opportunities presented by the world’s rapidly-changing technological landscape, Daniel began planning for a new business unit specialising in digital content solutions in 2010. Commencing full operations in 2014, Epicentro has spearheaded the development of unconventional technologies, helping our clients reach and stay on top of the market. Under Daniel’s leadership, Epicentro has established a strong client list spanning the commercial and government sectors: AIA, Airport Authority Hong Kong, Amway, Dragages, the government’s Environmental Protection Department and Home Affairs Department, the Hong Kong Trade Development Council, Jardine, Suntory and Watsons.

Digital Savvy but Shy: How Vietnam’s Generation Z is making brands work harder

We’ve heard plenty about Millenials (or Generation Y), those born between 1976 and 1994. But as this generation continues to age, marketers are starting to shift their attention to the next wave – Generation Z, those born in 1995 or later.

A new report from market research company Epinion and OMD looks at GenZ (Generation Z) in Vietnam. Numbering 14 million, and with an average monthly disposable income of 112 USD – significant in this emerging market – GenZ is incredibly valuable for Vietnamese brands.

However, for marketers to connect effectively with GenZ they must recognise them as a separate entity to their Millennial (or Generation Y) predecessors.

GenZ really just enjoy being online, hanging out and cocooning at home. Their most enjoyed activity is reading news on Facebook, and most comfortable method of contact with friends through chat apps.

GenZilla

They are also fairly marketing savvy. Only 27% said they would trust a celebrity endorsement or comment, and just 13% trust online reviews.

Bui Tieu Vy, Epinion’s Senior Marketing Executive said: “Our results found that because the under 21s have only ever known a world with internet, the line between digital and physical is very blurred to them and most feel their existence is validated by their social media presence. They would be nothing without their phone, and a large proportion have more than one.

“On top of this, they have learned from their predecessors’ mistakes and are very skeptical, making them much more unlikely to fall for online scams. For brands this means GenZ is able to read between the lines of marketing ploys and will require much more convincing to connect with a brand than to simply be told it is good.”

When it came to traditional advertising, again, this is a hard bunch to impress with only 21% trusting radio adverts, 17% magazine and 15% for both TV and newspaper ads.

A surprising 72% said it was advice from their parents or experts they trusted, reinforcing the importance of the family structure in a country still emerging into the modern era.

Bui Tieu Vy added: “For brands to connect with GenZ they must utilise a strong content strategy that displays social consciousness and demonstrates a higher purpose. ”

Find out more and download the report here.

APAC Social and Mobile Usage to Surge in 2015

2015 promises to be an exciting year for digital marketing across APAC. In ever timely fashion, the comprehensive We Are Social Annual Report confirms this potential, highlighting robust growth for social, digital and mobile in the region over the coming 12 months.

As we saw in 2014, rising mobile adoption is increasingly THE dominant regional consumer trend. With more than 3.7 billion mobile phone connections, it comes almost as a surprise that only 22% of Asian consumers make use of mobile social services like WhatsApp or WeChat. Prepare for big increases – 2015, the year of mobile squared? Continue reading APAC Social and Mobile Usage to Surge in 2015

2015 in Preview: Top 10 APAC Digital Trends 2015

2015 promises to be an exciting year for Digital Marketing and Media in Asia. The core metrics won’t feel that different from 2014, but there will be increased focus in a number of areas, alongside raised expectations as Asia expands and matures from a Digital perspective.

Here are the ten trends that, in DIA’s view, will change how online marketers across the region do business in the year ahead: Continue reading 2015 in Preview: Top 10 APAC Digital Trends 2015

PWC Digital IQ study reveals appetite for change from the top

The latest PWC Digital IQ study shows that Asia CEOs lead the way on Digital. There is however concern on the ability of businesses in Asia to deliver transformational Digital strategies top to bottom. Continue reading PWC Digital IQ study reveals appetite for change from the top

Digital Marketing and Consumer Trends Summary 2014

It’s that time of year again, as the industry gets out the crystal ball, and places bets for the next 12 months in Digital. Then of course waits to be proved wrong, as it doesn’t turn into the fabled “Year of Mobile”… yet again! (Disclaimer: It will probably actually be the “Year of Mobile” this year.)

With this in mind, below is the annual digital trends roundup for 2014.  Asia is covered in depth across the content, but many trends are global, and we have reflected that in the choice of material.

We will be returning to this topic in future months. For now, enjoy. Continue reading Digital Marketing and Consumer Trends Summary 2014

Mobile Marketing in Asia

Vserv in partnership with the MMA have compiled a series of presentations covering key mobile consumer stats for many of the Asian markets. These provide comprehensive summaries of the mobile landscape in each market, covering apps, ads and social amongst other topics. Continue reading Mobile Marketing in Asia

Asia a Digital Hot Spot, Hottest for Mobile

A new report from World Newsmedia Network looking at global Digital hot spots, highlights again the impact of mobile in Asia. With large parts of the region having higher mobile than desktop penetration, mobile internet is currently leading broadband and desktop and will do so for the foreseeable future. Continue reading Asia a Digital Hot Spot, Hottest for Mobile

The Rise of the Social Media Hashtag

In just a few years the hashtag has gone from a humble and obscure symbol, also known as the pound sign, to a powerful online tool. The # initially gained prominence on Twitter, but has spread to use across a plethora of other online social media platforms including Facebook and Instagram. Continue reading The Rise of the Social Media Hashtag

Mobile Phone Most Popular Holiday Gift in Indonesia and Vietnam

The latest research from Jana shows the big gift for Indonesian and Vietnamese consumers this holiday season is a new Mobile. Indians want a camera more than anything, although in all surveyed Asian markets, the Mobile was a top 3 gift item. Continue reading Mobile Phone Most Popular Holiday Gift in Indonesia and Vietnam