Wednesday, 28 May 2014

18 Big Video Marketing Statistics and What They Mean for Your Business

Have you climbed on board the video marketing train yet? If you own a small business or are in business for yourself, there’s a lot of compelling evidence suggesting that online video marketing should be a major focus of your advertising and marketing budget. Here’s just one big number that should make you sit up and take notice:
1.8 Million Words
That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.
Do you have the time and energy to write 1.8 million words? That’s the equivalent of 3,600 typical web pages. If you write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.
When you look at it that way, online video marketing is the single most practical use for your marketing time and energy. Not convinced yet? Here are 15 more big video marketing numbers that should make you sit up and take notice.
What’s The Market for Online Video?
According to comScore, which measures online engagement and use, that’s the percentage of Internet users who view at least one video online over the course of a month. The average user is exposed to an average of 32.2 videos in a month, increasing the chances that your marketing message will be seen. But what does that work out to in real numbers?
100 Million
That’s the number of Internet users who watch online video each day. Granted, a lot of those are watching the latest viral video with a goofy cat or a cute kid, but an awful lot of them are looking for advice on how to do something or how to make something work better. And a whole of them are looking to buy a service or product.
The percentage of online shoppers at a major retailer’s website who said they find video helpful in making shopping and buying decisions. Retailers who provide online video to show off their products report that the products with video sell a lot more than products with no video.
That’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:
  • 50% watch business-related videos on YouTube
  • 65% visit the marketer’s website after viewing a video

16 minutes and 49 seconds
According to comScore, that’s how much time the average user spends watching online video ads every month.

Takeaway: If you're not using video marketing, you're missing out on a huge market opportunity. It’s not just the number of people who are watching videos that’s important – it’s the reasons why they watch it. When you post an online marketing video to a business website, you’ve got a great chance of engaging with a busy executive who is specifically looking for your services but might not have reached out to schedule a meeting for a presentation. Your marketing video is a great way to get your elevator pitch out into the ether and let it reel in leads.

What’s the Payoff for Online Marketing Video?
8 Big Video Marketing Results Numbers
According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact:
  • 26% looked for more information about the subject of the video
  • 22% visited the website named in the ad
  • 15% visited the company represented in the video ad
  • 12% purchased the specific product featured in the ad

That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.
Online Video Marketing Is Not Just for Retailers
An Australian real estate group reports that real estate listings with videos receive 403% more inquiries than those without videos. In other words, real estate ads with videos generate quadruple the leads of those without videos.
According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business.
And It’s Not Just Online
In 2010, an Implix email marketing survey found that including a video in an introductory email increased the click-through rate by 96%. That’s nearly twice as many people clicking through to your website when you include a video in your marketing emails.
The Forrester Marketing group surveyed businesses in 2010 and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%.
Do your email subscribers drop like flies? Eloqua, an automated email marketing provider, noted that including video in an introductory email reduced the number of subscriber opt-outs by 75%. Maintaining that contact is a vital part of establishing a relationship with prospects.
One online marketer reported a 51% increase in subscriber-to-lead conversion rates when video was included in an email marketing campaign.

Takeaway: Video marketing increases sales and leads. If you're not using video marketing, you're losing customers to those who do. Businesses that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate. Why would you leave all that value sitting on the table?

How to Make Video Marketing More Effective

4 Big Numbers about User Engagement with Video Content
10 seconds
That’s how long you have to grab the attention of viewers in a video marketing clip. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.
And it doesn’t get a lot better than that. You’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
5 minutes
There’s good news, though. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.
That’s the percentage of YouTube videos that are embedded, linked or shared on Tuesdays between 11 a.m. and 1 p.m., according to Sysomos.
15 seconds
According to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute.

Takeaway: Effective video marketing has to be engaging right from the start, but how do you know where your video is going off the rails? That’s where video analytics comes in. Detailed video analytics will tell you who’s watching your video, how long they stay engaged and exactly where they click away. Armed with that information, you can sharpen your message and target it more precisely. If you haven’t started your own video marketing campaign, isn’t it time you jumped in with both feet? There’s nothing to lose and about 403% more profit just waiting for you.

How to start producing an effective online video

Monday, 26 May 2014

The Pros and Cons of Responsive Web Design vs. Mobile Website vs. Native App

What is the best way for your business to go mobile?
Mobile optimization is becoming more and more trendy these days and it is no surprise. According to Mashable in August 2013, 17.4 percent of all global web traffic came through mobile devices and this number will continue to grow in 2014. So if you don’t want to lose your piece of the pie, it’s time to step into mobile world.
Hoping that industry giants like Google or Apple will adapt your site for mobile devices is not enough unless you don’t mind losing almost every fifth visitor to your site.
Which of the following mobile optimization methods is the best for your particular business?
  1. Responsive Web Design
  2. Mobile Website
  3. Native App
To answer this question, let’s go through each of them and understand their pros and cons.

Responsive Web Design

Responsive web design allows you to have a single website that automatically fits the screen size of the device on which it is being viewed. This is achieved by adapting the content, design, navigation and method of interaction to deliver the same comfort and usability to the mobile user as to the desktop user.
This means that you have just one website that looks equally well on all types of devices.

The Pros:
  1. A single website. It’s easier to administer just one website for all devices.
  2. A single URL. This makes sure your users will find you on mobile devices without having to wait for redirects, especially helpful on slower connections.
  3. Easy SEO. There is no need to create specific content for mobile devices, while you still enjoy the benefits of your desktop website SEO on mobile devices.
  4. Easy marketing. No extra work for the marketing department is required to promote your website on mobile.
  5. Low cost. Simple math — one website is cheaper than two.
The Cons:
  1. A single website. Having just one website for all devices may be easy for you, but not always for your users. You will often need to put different emphasis on the same page in order to maximize conversions using the advantages of the platform.
  2. Technical. As responsive web design is a relatively new technology, there are still some outdated devices with old browsers that will load the website too slowly or even not fully.
  3. User Experience. Mobile is a completely different experience than desktop, so having a single, even responsive website, may harm your overall UX on both platforms. If you try to satisfy both mobile and desktop users with the same user interface, you may end up satisfying no one.
Responsive web design can be a very powerful tool in certain situations, but it is not an ultimate solution.

Mobile Website

A mobile website is designed specifically for mobile devices considering all the limitations and opportunities of the platform. While developing a mobile website you should keep in mind the small screen size, interaction methods (touch) and limited connection speed (2G/3G). Content must be easily accessible, fast-loading and readable. As there are a bunch of mobile devices with different screen sizes and interaction types, it is impossible to create a website per device type. So even your mobile website has to be a little responsive to fit every screen.
There are also a few principles to follow when developing a mobile website, like organizing your content into one column layout for a more ergonomic user interface.

The Pros:
  1. User experience. Congratulations! You have a website that is specifically optimized for mobile devices, considering all benefits and limitations of the platform, so you have a good ground to create a beautiful and usable UX.
  2. Speed. Your website will load fast and easily on mobile platforms.
  3. Cost. Building a mobile website is not a cheap option as compared to responsive web design, but still you can get a very reasonable price for the value.
  4. Benefit from local search. Search engines tend to provide good UX nearly as much as you do, so in local search results mobile optimized websites have better chances to rank.
  5. Immediately accessible. Though not an extra advantage over responsive websites, but it still plays its role compared to native apps, where users have to pass through download and installation processes.
The Cons:
  1. Multiple URLs. Your customer has to remember at least two URLs, or otherwise be redirected to the mobile website, which takes several seconds. The mobile website will need additional SEO work as well.
  2. Maintenance. You will have to maintain two websites.
  3. Not Universally Compatible. You have to consider that there are two different types of mobile devices: touchscreen and keyboard navigation. A single mobile website won’t look and work the same way across all device types.

Native App

A native app is a software specifically developed for mobile devices. Native apps are not common among all devices, because they are made for a particular operating system. Users have to download the app mostly from a specific OS store, like Google Play or the Apple Store and install it on the mobile device.
The greatest thing about apps is that they are flexible and let you have not only the same stuff that is on desktop website, but also employ awesome mobile-specific features such as use of camera, click-to-call buttons, GPS data or NFC, contacts or galleries etc.
The Pros:
  1. User experience. Native apps can have better UX than any other mobile optimization solution.
  2. Accessibility and speed. Applications can operate even without internet connection making all your information available at any time. And if you are lucky enough to have an experienced and virtuous coder, your app will also load fast and smoothly!
  3. Everything you can imagine. Here’s where you can and should think out of the box and get creative. Mobile platform, especially with touch screen navigation, gives you mass of features to work with in order to provide excellent UX.
  4. Visibility. Once a user has installed your app on a mobile device, it stays there, showing up with its unique icon in apps menu.
The Cons:
  1. Not accessible on all devices. Your app is built only for a particular operating system and this means it will not operate on devices with different OS.
  2. Goodbye flexibility. All application updates will have to be submitted and approved by the app store every time, which can take up to a few weeks. Not every user will be happy with frequent updates and some will stay with the older version anyway.
  3. It’s quite costly. Native mobile app development is clearly the most expensive solution.
  4. Marketing and SEO. A completely different marketing strategy must be applied for your mobile app promotion and you may need help from a mobile marketing professional.
So which solution is the best for your business?

To answer this question you should consider your business goals. Of course, there is no reason why a business can’t have both a mobile website and native app. Or you may choose to have a responsive website for desktop and tablets, a mobile website for mobile phones and also be presented with a native mobile app in each of the OS app stores. This basically depends on the scale of your business and the budget you are willing to allocate for the project.
If you have frequently updated content, a responsive designed website is to easily update and administer. If your business requires cross-platform operation with flawless UX and excellent performance, native apps beat the competition.
So when making a final decision on which of the mobile optimization methods to choose, keep in mind three keystones: Your business goals, your budget and industry features.
All these solutions can very well work together and complement each other. But one thing is clear: The best solution is the one that works best for your user!

Get a Special Restaurant App: a Table Top Digital Menu

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