#SXSW Interactive ... So What ... So Delicious CMO Club Summit - Steven Cook 3-25-15
CMO EU Summit Mosaicoon LINKS ONLY
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Transcript of CMO EU Summit Mosaicoon LINKS ONLY
Brands Using Video to Engage with Customers
Challenges and Practical Solutions
Fabio Pigo Chief Commercial Officer
CHALLENGE #1 TRICKIER AUDIENCES
CHALLENGE #2 - MULTI DEVICE CONTENT CONSUMPTION
DEVICE SOON WON’T MATTER
CHALLENGE #3 - QUALITY CONTENT SUPPLY
PRACTICAL SOLUTIONS #1 #2
VIDEO CONTENT AT 360°
PRACTICAL SOLUTIONS #3
BECOME A STORY TELLER
Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.
Marketers use storytelling as a tool to encourage consumer loyalty through
entertainment or emotional connection.
Cisco VNI: Forecast and Methodology, 2014–2019
INTROTEAM, METHOD AND ELEMENTS.
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud. exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.
Dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
Testo
INTROTEAM, METHOD AND ELEMENTS.
"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.
Ut enim ad minim veniam, quis nostrud. exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum.
Dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum."
Testo
storytellersstorytellers
PRACTICAL SOLUTIONS #4
SMART VIDEO FORMAT MIX
GREAT STORYTELLING SAMPLES BY FAMOUS BRANDS
PRACTICAL CHECKLIST FEW THOUGHTS TO TAKE HOME
1
KEY TAKEAWAYS
VIDEO IS BOTH A MEDIA AND A GREAT CONTAINER…
FILL IT SMARTLY !
PLAN YOUR STORIES AND FEED THEM REGULARLY TO YOUR AUDIENCE
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MIX VARIOUS FORMATS
BASED ON DELIVERY CHANNELS
PLAN YOUR VIDEOS TO GO ON ANY DEVICES
(TV INCLUDED)
EXPERIMENT AT LOW RISK, LOW COST ON THE WEB FIRST THEN FINE TUNE FOR TV
ANIMATIONS WORK GREAT ON TV ALSO
SAME BUDGET MORE OUTPUT
FULL CONTROL OF ROI AND MORE RESULTS
BE CONSISTENT ACROSS ALL CHANNELS,
GEN Z ARE DEVICE AGNOSTIC !