#Digitalmarketing trends of video and mobile marketing: #CreativeEnt 2015

#CreativeEnt #DigitalMarketing

Cindy Krum - (Mobile Moxie)Tina Judic - (Found)Phil Morgan - (Delineo)Rich George - (MEC)

2.45pm – 3.45pm

25th November 2015


2:45 – 3:15 - Intros and position statement – (7 minutes each panelist)

3:15 – 3:45 - questions and answers

25th November 2015

Cindy Krum - (Mobile Moxie)


My top 3 video optimisation mistakes to avoid

1. Using Flash Instead of HTML5

2. Not Marking Videos Up with Appropriate Meta Data & Schema

2. Not Adding Transcripts or Closed Captioning


My top 3 mobile optimisation mistakes to avoid

1. Ignoring Apps (Bundles & Plug-Ins), Deep Linking & ASO

2. Assuming SingleDevice Mobile Experiences

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3. Ignoring App/Web File Size Limitations & Speed Limitations

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Tina Judic - (Found)

Tina Judic - (Found)My top 3 video optimisation mistakes to avoid

1. Unplayable content

2. Ignoring ranking factors

Treat mobile rankings as you would treat SEO

3. No/poor targeting of your campaign

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Tina Judic - (Found)My top 3 mobile optimisation mistakes to avoid

1. Driving mobile traffic to a non-optimised site

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2. Ignoring intent

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Hours Location Near me

Desktop

Mobile

Google 2015

3. Optimising to last click

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Phil Morgan - (Delineo)

1. Procrastination

Your audience is out there on YouTube now – don’t wait for the 17th version of the script to be signed off…

2. Not thinking ‘properly’ about your audience’s needs

Where do they watch their video content? What devices?

IT’S NOT TV!

“Millenials are 2x as likely to be focussed watching a video on their smartphone vs. TV” Google

3. Putting all the good stuff at the end

“Where’s your brand?”“Where’s your offer?”“Who’s that?”“Why didn’t you mention…”

Oh, that stuff is after the montage at minute 24

1. Not streamlining the sales / registration process

Use 1 click buying

Make forms easier (small buttons argh!)

“Speed thrills – friction kills” – Google (though wish this was mine…)

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2. Thinking you’re done when the site is “responsive”

“Yeah, yeah, its responsive now and our customers love it”

Hmmmm

Not sure any of my friends know what a responsive site is but they all use mobiles to buy stuff

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3. Not thinking about mobile attribution

On smartphones people do (rarely) make phone calls –weird, I know??

Google makes it easier with click to call

We live in a multi-device world – who doesn’t mess with their phone when watching TV?

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Rich George - (MEC)

MEC ORGANIC PERFORMANCE

Richard GeorgeDirector, Organic Performance

WORKING WITH SOME OF THE MOST ICONIC AND HIGHLY REGULATED BRANDS GLOBALLY

UK ORGANIC PERFORMANCE OVER 45 STAFF IN 3 UK LOCATIONS AND A GLOBAL

FOOTPRINT

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Over 17 years experience in organic search and digital marketing

Rich George - (MEC)


PRODUCING VIDEO CONTENT WITHOUT UNDERSTANDING YOUR AUDIENCE

WHO ARE THEY?

Age

Gender

Life stage

Geography

Marital status

Children in HH

WHAT DO THEY

THINK?

What is important to them

What they worry about

What motivates them

Opinions & beliefs

WHAT DO THEY DO?

Purchase Behaviours

Sharing behaviours

Search activity

Who they talk to

HOW DO THEY

USE THE CATEGOR

Y?

Frequency of use

Behavior

Category Influencers

Volume contribution

Where they shop

WHAT MEDIA DO

THEY CONSUME & HOW ?

Media usage (POE)

Media Affinity

Preferred Content

Simultaneous Usage

Receptivity

Leaning forward

Lean back

WHAT IS THEIR

SPHERE OF

INFLUENCE?

Drivers

Communities

Word of Mouth

Social Outlets

PRODUCING VIDEO CONTENT WITH NO DEFINED PURPOSE

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THINK FEEL DO

Provides SOCIAL CURRENCY: Makes people look good by giving

them content that makes them look cool, knowledgeable or helpful

Plays to a TRIGGER: Making content that’s relevant to

trigger points in the real world

Holds EMOTIONAL value: Developing content which pulls on

people’s emotions

Is PUBLIC: Attributes a visual or tangible

element to our content

Has a PRACTICAL VALUE: Makes our content as useful for the

audience as it can be

Has a relevant STORY: Wrap our content into the wider

HomeServe context

S.T.E.P.P.S

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Visibility “Eyeballs” To grow the site authority

WHERE YOU POST THE VIDEO CONTENT MATTERS DEPENDING ON YOUR PRIMARY OBJECTIVES

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Capture the viewers attention in attention in 8 seconds

Keep it 1 min 30 max. If you can tell the story in 1 minute even better

Rich George - (MEC)


WEB DEVELOPERS NOT UNDERSTANDING HOW SEARCHENGINES INDEX CONTENT ACROSS DOMAINS

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m.subdomains

No canonical or alternate code

Mobile to desktop to fulfil purchase

Incorrect redirects

DRIVING APP DOWNLOADS VIA INTERSTITIALS (POP UPS)

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BUSINESSES THINKING THAT MOBILE IS A CHOICE NOT MANDATORY!

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Cindy Krum - (Mobile Moxie)Tina Judic - (Found)Phil Morgan - (Delineo)Rich George - (MEC)

2.45pm – 3.45pm

25th November 2015

#Digitalmarketing trends of video and mobile marketing: #CreativeEnt 2015

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