Video Myths Debunked – Myth 1: Online Video is Niche

If the digital revolution has taught us anything its that online video is not a niche trend, it is everything.  Factors like cost of production, delivery, and accessibility decreasing have greatly influenced the ability for every enterprise to utilize content however the biggest player has been users.  The online community no longer wants video to just entertain, content needs to info.
Check out the video below as Tyler Pyburn and I break down myth one of the five video myths debunked.

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Be sure to watch my complete series on five video myths debunked and feel free to tweet or e-mail me ssaber at ThePulseNetwork DOT com.

Media Use and Marketing Strategies-Thinking about the Trends

Marketers need to understand what consumers want so that they are able to set up a market that advertisers can standardize the way to sell into those markets. There are two dynamics in my marketing play book. The first is listening to what consumers want. A good way to start this is by looking at what channels users are on and see what channels are growing or shrinking. The second dynamic is participation. Users can share online coupons or by commenting on Facebook. A key to participation is that marketers have to realize which channels are deemed as participatory channels.

Through my marketing map, marketers should think about trends in 3 ways:

  1. Marketers should think ‘outside-in’ by listening, gathering preference data, investing in communities and earned media vs. paid media
  2. They need to pend less on broadcasting and mass media
  3. Finally, they need to look at growth rates and not absolute audience; along with the potential to drive participation and sharing

Below, I dicuss more trends that marketers should pay attention to.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

Media Use and Marketing Strategies-Growth of Social Networking Sites

When we talk about the second screen, we can not forget that a good amount of it can come from social media. Consumers like to have conversations about what they are watching and a great tool that tracks internet trends is comScore. In terms of overall audience, Facebook, Twitter and LinkedIn are the big 3. However, in terms of engagment with channels, two out of the top three may surprise you. Facebook is still dominant throughout most channels, but Tumblr and Pintrest are a close second and third. Users are not necessarily going to Twitter.com but are accessing it through other channels and devices.

The most recent social network that has taken the world  by storm is Pinterest. It is a rich, fun, and attractive place to hang out. Similar to the Pulse Network, they follow the motto that if you want to create engagement, you need good content. Having good content creates community.

In the video below, I discuss further the growth of social networking sites.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

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Media Use and Marketing Strategies-American Video Consumption

The Nielson Rating System has been measuring television consumption for decades. They are now starting to measure how viewers are consuming media along with watching television. For example, if we take a case of 25-43 year olds, Nielson has measured that they watch around 28 hours of television per week and only on the Internet 6 hours per week.

The creation of the tablet has caused a great amount of blending to occur in the media landscape. The tablet has become the new communication device for consumers and truly defines the meaning of a second screen.

Watch my video below to learn more about American video consumption.

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Watch the rest of my series on media use and marketing strategies.  Also feel free to reach out to me with any additional questions, Tweet or email abonde@thepulsenetwork.com.

 

Media Use and Marketing Strategies – Finding the Right Mix

Media consumption continues to evolve, impacting decisions marketing leaders need to make about targeting, channels, ad spend and more. Yet, it’s never been more important to find the right mix especially as mobile use and multitasking (e.g., second screen use) continue to take off, even while certain traditional media like TV continues to hold the dominant share of Americans weekly media time. So where do you start? I recently sat down with my colleague Tyler Pyburn to look at some of the recent Nielsen data on consumer media usage and compare notes on where we see opportunities for marketers. For sure, web and mobile and social networks continue to ‘eat the world’ as Barry Libert has put it, yet interestingly, the time spent viewing broadcast TV in the US still swamps time surfing the web!

But whether online or offline, consumers are increasingly connected (in 2012 there will be 1.43 billion social network users worldwide, says eMarketer) and using many different devices to receive information. Which make it critical and often overwhelming to find the right blend to satisfy the new connected consumer. Fortunately there’s also lots of upside for marketers who ‘get it.’ Like the opportunity to determine once and for all which half of our advertising spend works (or doesn’t). Or how to tap the full potential of big data by knowing exactly what our customers want, the correct channel and ‘language’ to speak, and just the right message. In fact, messaging is more critical than ever, with more distractions and the need to not only pick the right content and the right channel, but also to tell stories across all channels, equally well.

Take a look at this video for more thoughts and the first part of our discussion about media use, strategies and what it means to marketers.

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Watch the rest of my series on media use and marketing strategies.  Also I’d love to hear from you with questions or comments – just Tweet or email me at abonde@thepulsenetwork.com.

 

Analytics- Content Automation Life Cycle

The phrase, “there’s no room for trial and error” applies to analytics today. In today’s digital age, if you can’t measure it – don’t do it.  If you can pay attention to what you’re measuring, you can focus more on what’s working for you.  When looking at analytics, it’s not just about the social media numbers, but where they came from and who is viewing your information, which helps you determine where the value is. Some popular analytics tools include Google Analytics and Simply Measured.

Below I explain more about the value of Analytics:

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Creating Content For Events — How Brands Can Use Events

Companies don’t need to spend millions of dollars on event production to generate interest and engagement.  While maintaining a presence at face-to-face events is important, having a plan around your digital content creation at an event can help brands use events to maximize engagement for a minimal cost.

At the 2012 International Consumer Electronics Show TPN teamed up with Kodak to create three full days of content with Kodak executives, Product Demonstrations and Industry Analysts.  Brands can engage in so many different ways by pulling the audience in to the conversation and including them in the content creation at or after an event.  Genuine conversations about how to work with the consumer can go a long way toward reinforcing the authenticity of your brand.

In the video below, we talk about the content development strategy TPN and Kodak used at CES 2012, and how you can use some of those strategies to drive engagement for your own brand at an event.

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Want the rest of this series?  Check out the full playlist of this conversation on YouTube, or reach out to Butch Stearns on Twitter to continue the conversation.

Syndication – Content Automation Life Cycle

Syndication is a word that gets tossed around frequently in the Content Automation Life Cycle – but what does it really mean for your brand or business? Once you’ve created and curated your content – syndication is vital  to engage your audience in the communication process. The idea of syndication is to use automated tools to generate your content through various social media and digital channels, including email, newsletter, and mobile.

At the Pulse Network, our emphasis is to engage the audience anywhere, anytime and through any channel.  Through microsites and newsletters, we give you the ability to push any type of content where you want and to whom you want.  Once you have the syndication system in place, you are able to focus on your content and building your brand.

Below I explain more about the syndication process:

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

Content Creation-Content Automation Life Cycle

Digital marketing strategies have  made it that brands and companies need to implement content creation within their communication process. The only way to build brands in the digital age is by providing content the end-user wants and truly connecting with them; which in turn can be used to build strategy, SEO, and attract influencers.

Here at The Pulse Network, we break content down into two pieces: video and written; and our platform makes it easy for people and companies to create content. By creating video and written content for our clients, it makes it easier for the clients engage viewers and to have original content to push out to a number of different channels.

In the video below, I go in further about content creation and the strategies here at The Pulse Network.

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Be sure to watch my complete series on the content automation life cycle and feel free to tweet or e-mail me ssaber@thepulsenetwork.com.

IMS NYC 2012 – Fan Marketing Panel

The offline and online worlds are merging more and more today.  Commercials and ads are constantly driving people to Facebook and Twitter but what happens when the customer arrives at the social network?  At the 2012 Inbound Marketing Summit New York, Trip Kucera hosts an expert panel with Kevin Palmer, Mark Cooper and Cody Barbieri to answer your questions regarding Fan Marketing and how you can use it to convert “Likes” and “Tweets” into a ROI for your efforts.

Growth means opportunity.  As social networks continues to grow, so do the opportunities to capture your audience and build brand loyalty for repeat sales.  There’s a reason why Facebook not only displays the number of “likes” on your page but also the number of people discussing it as well.  It’s great to have a million “likes” but if only 10 people are talking  on your page, then your main objective is to “listen” to who your customers are and what they want.

Some topics the panel touched on to optimize your Fan Marketing strategies include:

Fan Marketing and the landscape of social media can still be considered as the Wild Wild West for some marketers.  With social interaction comes risks, but the positives far outweigh the risks when it comes to building strong relationships with your customers and forming a community of like-minded people to strengthen your brand.

If you want to learn how to convert a fan into a potential customer, watch the video below.

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