Month: January 2016

YouTube – the New BoobTube? Why Youtube is Dominating and How To Use it to Increase Your Content Viewing by 500%

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Varna Bulgaria - February 02 2015: YouTube multi devices set comprising Apple iPhone app logo iPad Air2 application and desktop version of YouTube on Macbook Pro screen. Isolated on white background.

Here are some interesting statistics on TV watching over the last few years:

  • Adults watched an average of four hours and 51 minutes of live TV per day in Q4 2014, down 13 minutes from Q3 2013. The same downward trend presented itself from 2012-2013,
  • 40% of U.S. homes currently have some streaming service, including Netflix, Amazon Instant Video, or Hulu
  • The same statistic (US comes that currently have streaming service) was up in 2014, from 35% in 2013
  • 18-49 year olds’ time spent watching TV fell by almost 10 percent between December 2013 and December 2014 - according to Nielsen’s Google-comissioned analysis

So streaming services are on the rise, live TV viewing is on the decline.

Compare that to these stats of YouTube viewing over a similar time period:

  • In 2014, YouTube reached more 18-34, and 18-49 year olds than any cable network
  • Time they spent on YouTube shot up 44% percent, with mobile viewing making up the largest source of growth
  • YouTube accounted for 51 percent of time spent watching premium digital video* in December 2014 across desktop streaming, smartphones, and tablets among key adult demographics, specifically adults 18-34 and 18-49.

Where does this leave us?

Live TV viewing in on a downward trend, streaming services are on an upward trend, and YouTube is the clear leader in digital video platforms. Researchers across the industry  believe these trends will continue year over year in the near and distant future.

Time spent watching TV content is down overall. It is important to note however, that the popularity of this content is not in question, but where the eyeballs go, that’s what is changing. Moreover, viewing TV content on YouTube is increasing year over year, along with using YouTube to consume new content.

So, how can you capitalize on the YouTube train? Here are a few ideas.

  1. Replace some TV ad spend with YouTube ad spend. This doesn’t mean spend more, just allocate differently. According to a study done by Google of 3,000 U.S. companies, they found that had companies taken this approach dual ad approach, they would have reached 42% more millennials alone.
  2. Invest in YouTube ads. A recent Google study found that people were 23x more likely to visit or subscribe to a brand channel if they watched a YouTube ad. So, invest in a YouTube Ad, and create a valuable platform to increase brand awareness and potentially dedicated audience to market to.
  3. A similar study showed that YouTube Ads increased the value of past content. When brands ran YouTube Ads, they saw views of their previous content increase up to 500%!

Do you Youtube? We’d love to know. Let us know how YouTube fits into your digital marketing strategy in the comments section below.

 

 


Over 90% of Companies Lack Digital Skills – And What You Can Do About It

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What is the digital talent gap?

According to a study done by Capgemini Consulting in conjunction with MIT Center for Digital Business, they uncovered some staggering stats that will help us understand the phenomenon.

  • Over 90% of companies lack digital skills
  • 77% of companies considered ‘missing digital skills’ as a key hurdle to digital transformation
  • 87% of companies believe a digital transformation is a competitive opportunity
  • Only 47% of companies are investing in developing digital skills
  • Only 4% of companies are ensuring their training efforts are aligned with their overall digital strategy
  • Companies are spending no more than 20% of their training budget on digital
  • Only 30% of organizations mentioned HR as being actively involved in skills development

Companies across the globe felt the biggest holes in digital skill sets across their organization in the following areas: social media, mobile, internal social networks, process automation and analysis.

According to the same 2013 study, the below skills are most relevant for the digital age:

  • Big data analytics
  • Social media
  • Mobile devices
  • Cloud

To get a bit more granular, skills in this area range from light tech to heavy tech-centric skills. Light tech skills in the digital age include things like social media management, brand building online, online community management, virtual (webinar, presentation, etc.) facilitation, writing for different digital mediums, marketing automation tools management, customer service and public relations. Heavy tech skills in the digital age include things like user interface design, mobile device management, mobile device security, data analysis, app management and design, and much more.

The second half of the puzzle lies in corporations needs to match tech skills with business acumen. The true value of digital skills are born when they are combined with a deep understanding of the business. This is leading to an increased need for employees who have both technical skills plus business and leadership abilities.

So - what can companies do to ‘plug the skills gap?’

Let’s first take a look at what some companies are currently doing. Google partnered with P&G to implement an employee exchange program to help teach their employees how to sell things online. They focused on digital and search marketing to help bring their e-commerce into the 21st century. Nike partnered with Techstars in an incubator program to create new products.

Upskilling employees is an ideal way to empower those who already know your business, with the digital skills needed to close the gap in your organization.

And, this upskilling does not need to be ‘Google-sized.’ Small and medium sized business have options. There are ways to invest in current employees that don’t require you to be P&G or Nike.

Organizations, like ours - offer affordable options for digital and online training for companies of all sizes. We’ve been training teams since 2007 and have supported corporate teams as large as 10,000 employees, and as small as 10. We offer fully customized eLearning programs with the added benefit of leveraging over 400 + hours of existing high quality content taught by Digital Marketing thought leaders, authors, and leading practitioners.

We begin with an assessment to test employee’s digital knowledge to help us build a program to fill your skills gap and augment your employee strengths. We’ll then help design a custom based learning pathway comprised of classes that fit your organization's’ particular skill(s) gap. We also offer LMS integration, marketing support, reporting dashboards, and robust user role access to support any size organization.

We’d love to help you empower your team. Visit our Corporate Training Page or send us an inquiry.

 

 


The App Argument – The One Thing You Can’t Afford to Leave Out of Your Marketing Strategy This Year

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Assuming recent trends continue, by 2019 we should expect to see nearly 75% of digital ad spending spent on mobile. Why? While it’s more complex than just a few statistics, the following make a strong case. In 2015, marketers began to wise up to the fact that people are spending more time on mobile phones than on their laptops/desktops. So, they matched eyeballs for marketing dollars, and, they did this even though mobile conversions are still lower than other devices.

 

So -  in essence, this is a cautionary tale.

 

Here are some statistics to demonstrate why you need to pay attention to this trend right now.

If you haven’t already, you need to start (read: continue - because at this rate of change, it will be hard to play catch up) optimizing your marketing plan for mobile.

In 2014, a report by KPCB showed that marketers were not spending ad dollars relative to the amount of time spent on mobile. In other words  - mobile phones (tied for second place with the internet/desktop), were where people spent most of their screen time (mobile has since surpassed internet/desktop). And yet, advertisers were not spending money to market there.
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It is important not to overlook this very important fact. That this surge of mobile activity could be largely in part due to the fact that 86% of time spent on mobile - is time spent in mobile apps.

Enter 2015 - looks like a very different story. According to a 2015 study by eMarketer, marketers got the hint. The percentage of digital mobile as spending skyrocketed to 49%, nearly mirroring people’s behaviors. The study also made some future projections - that by 2019 nearly 75% of ad budgets will be spent on mobile.

So - these marketers are running after the trend, reactively marketing and playing catch up with buyers behavioral changes. Still, I’d say they caught up pretty quickly.

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So if everyone’s doing it, should you be?

 

Here is one big reason you don’t need to sound the alarm right away.

One, conversions rates on mobile devices are still relatively lower than on desktop and tablets. According to this 2014 Q4 report from monetate desktop, tablets, and Kindle Fire conversions outpace others at about 3% while smartphones and iphones converted at .8% and .85% respectively.

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Here monetate updated this data showing conversion rates by platform further into the future, through Q3 2015. It looks like, while iPhone conversions are still converting a lower rates, conversion rates across desktop, tablets and iphones are coming closer and closer together.

 

(Interesting aside to note iphone conversions increasing at a much faster rate than other smartphones - something to keep in mind when digging deeper into your mobile plan)
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So - what have we learned?

 

People are spending more and more time on mobile (duh!), marketers are catching up and spending money to get these people’s attention, but conversion rates on mobile still have a little catching up to do.

Conversion rates on tablets, desktop and mobile are trending to cross paths. Trends point to conversions on mobile behaving in the same way most mobile trends have gone … up.

Importantly -  of all the time spent on mobile devices, most of this time is spent in mobile applications. So, if you’re poised to do just one thing this quarter (or year, if you’re a small business with limited budget) in regards to your mobile plans - focus on the app. 

If you don’t have the in house resources, check out this post on the 16 best app tools to make your own app - without a bit of code!

 

 


The One Thing Marketers Must Do Before Diving Into Email Marketing

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Image source

Want to know what the Obama pic is all about? You'll have to read to the bottom to find out...

Contrary to what some say, the data over the past few years has continued to demonstrate that email marketing still holds water to many other marketing tactics. Earlier this year I discussed why email marketing is still a front runner for marketers. Below is a quick recap.

According to the most recent Oracle Marketing Cloud Study, email continues to remain in the top three initiatives (2nd) for marketers  - namely because of the huge ROI it continues to offer.

  • Email marketing ROI is about $44 for every $1 spent

Need some more email stats to back up that claim, here you go:

  • 91% of consumers check their email daily
  • On a daily basis consumers interact with 11 brands on email (compared to 9 on Facebook and 8 on Twitter)
  • 48% of consumers say they prefer to communicate with brands via email
  • 44% of consumers made at least one purchase based on a promotional email they received
  • 66% of consumers have made a purchase online as a result of an email marketing message

So let’s get to the point of this post. The above stats help us understand why we need to continue to pay attention to our email marketing. Before you recommit to revamping or revisiting your email marketing do this one thing - check your senders score.

Why it’s important:

Your sender score is an indicator of the trustworthiness of your IP address. So - why is that important? Your IP address is used by email providers to determine how to filter your message (read: whether or not YOU go to spam).

How do you check it? Do the following:

  1. Find an email, newsletter, announcement etc., sent from the email address your want to check
  2. View the full header of that email by
  • In Gmail - click the down arrow on the top right hand corner of the email and scroll down to ‘show original,’ then find the IP address. Go to https://senderscore.org/ , create and account, and plug it in

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How to read the score:

Anything over 95 is good, anything less than 95, and you need to take a deeper look into your deliverability. After all, why spend hours on emails campaigns and strategies if no one is getting them in the first place?

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This is an image of the top preforming subject lines as researched by Barack Obama’s re-election campaign team. They did a ton of email marketing research and testing. Tailor them to your message and presto! Even better, do an A/B test with these vs. your old subject lines.