Posts Tagged ‘Content’
In today’s multi-touch point world, the content matters more than the device. People no longer use specific devices to access specific content, but use multiple devices. For instance, they may watch a video or browse a website through the desktop, the tablet or the smart phone. In this scenario, only the content that remains resilient enough to adapt to the multi-touch point world stand a chance of widespread acceptance.
Oliver & Ohlbaum (O&O)’s annual survey on media consumption trends corroborates this view. The survey reveals that almost half (48%) of all tablet users use the device to watch TV. The corresponding figure last year was 33%.
A bulk of the multi-screen viewership for television is for content strongly linked to apps. 12% of the survey respondents actively use companion apps when watching TV through tablets, and 65% of those who did so felt that it as an engaging way to add value to the TV viewing experience.
However, popular demand is for free catch-up services rather than subscriber video-on-demand services (SVoD). The former is growing at a rapid pace whereas the growth of the latter has flattened out. The survey also reveals that the three most popular video channels viewed in tablet are BBC’s iPlayer, ITV Player and 4oD in that order. YouTube takes the fourth place.
For marketers and content creators, success depends on not just optimizing the various inherent features of the device to provide a truly immersive and enchanting experience, but also on syncing content across various devices to provide consmers with a consistent and integrated experience.
In an age where the consumers are spoilt for choice, marketers have no option but to combine functionality with elegance.
Digital catalogs and journals are popular and widely accepted, but to convert such popularity into sales via an attractive catalog is not enough, and neither is a purely functional or informative catalog that overlooks style. The most successful catalogs that are both popular and directly enhance sales offer a world of convenient features to the viewers, remain stylish, create an excitement around the products and provide an enchanting user experience.
The Container Store’s new travel sale catalog that helps their customers stay organized ranks amongst the best specimen of innovative digital marketing efforts, showcasing how marketers can use digital catalogs to create excitement around their products, deepen customer engagement and ultimately boost revenue.
Topping the list of intuitive features in these catalogs, developed by Zmags, is a vertical scroll bar that eases navigation and allows the viewer to preview and enter a page directly.
The individual product pages are spruced up with the ability to zoom into the images for a clearer view. Clicking on the product leads to the product page in the company websites, providing detailed product info and specs and the shopping cart. The catalog remains undisturbed, allowing the viewer to continue browsing.
The search option allows searching for a product directly by keyword or name and lands directly in the pages featuring such products.
The option to share the catalog across the social media, including Facebook, Twitter and many other popular channels, or download the required pages as PDF tops the list of convenient options.
Overall, functionality combined with elegance wins, every time.
In the digital ages, the general population consumes content from many different sources, including blogs, whitepapers, webinars, podcasts, and so on. But how do people really consume this content?
Based on research we conducted, we found that 70% of US online consumers listen to the opinions published on blogs, reviews and discussion forums, and 32% of the people who listen to these opinions, trust those reviews over branded advertisements. But we’ve also found that device plays a big role in how people consume content; specifically, 63% of people use smart phones while they are in a store and 56% do product research. Are you mobile sites optimized for the best experience for your customer?
While this is only some of the data, we compiled an infographic that really tells that story of how people consume data from brands. What surprises you? What confirms what you already know?
The notion of “content is king” in driving conversion is undisputed. However, delivering top quality content time and time again is easier said than done, especially when the window of opportunity for the content to drive action is just one-fifth of a second!
If you want to keep prospects coming back for more, follow these principles:
1. Always deliver original content. Plagiarized content simply does not interest prospects anymore in today’s age of information overload. Not to mention free access to content from multiple sources.
2. Develop the content for the targeted audience. Only content that strikes an emotional chord in the audience’s mind will deliver results.
3. Adages such as “brevity is the soul of wit” and “a picture is worth more than a thousand words” still hold true in today’s digital age. Research by Zmags suggests that the time spent by a viewer per page doubles when the publication has less than 40 pages. Similarly, viewers are more engaged when the page contains less than 50 percent written content.
4. Another golden concept that still rings true is “the medium is the message.” The medium of presentation counts just as much as the actual message. Whitepapers, blogs, emails, slide presentations, infographics and other content types all have their purpose. Choose the medium that best fits the general purpose of the content and which naturally fits in when a prospect seeks out such content.
5. Similarly, the adaptability of the content to different devices has a bearing on quality. The best of content and the most appropriate of the medium counts for nothing if the formatting is awry or it does not open at all in a particular device.
Want more information on this topic? Download our free “One Fifth of a Second: Quality Content’s Window for Driving Action” whitepaper.
Video consumption has soared over the past couple years. Comscore reports that as on April 2012, almost 85% of the US audience has viewed an online video. A standard adult viewer watches 21.8 hours of video a month on an average, and this is double the corresponding figure in 2010.
The emergence of multiple digital touch points with enhanced multimedia capabilities has further facilitated the popularity of videos as a content medium. A 2012 study by the etailing group sponsored by Invodo reveals that one in two smart phone users and more than six out of ten tablet users watch one or more product videos in a three month period.
Such a steep increase in the popularity of the video has made marketers sit up and take notice. The Social Media Examiner reports that 76% of all marketers plan to increase the pace of video in their marketing plans in 2012. This is likely to yield good results, while the Internet Retailer reports that 85% of the prospects who view product videos would most likely make the purchase. Those who view video are 174% more likely to make a purchase versus those who do not watch videos.
Videos provide the most appropriate engagement medium for those who prefer visual or audible communications over written or verbal communications. These people constitute about 60 to 70% of all shoppers.
Videos help consumers progress to a “ready to buy” state by educating them with product information and specifications. Evidence suggests that people who watch videos spend more time on the website and engage better. When they purchase, they purchase with confidence, with lesser cart abandonment compared to those who do not watch videos. After making a purchase, they are less likely to return the product.
For the marketer, incorporating video provides an added benefit of improved SEO optimization, resulting in improved search engine ranking and thereby better visibility.
More and more tablet and smartphone users are hooked up on entertainment content.
A recent study by comScore in association with Millennial Media confirms a soaring market for mobile entertainment content. Access to entertainment content such as streaming music, gaming, movies and other videos, ticket to entertainment shows, e-books and others has registered an increase of 82%, when the number of mobile users has increased only by 55% during the same period. In fact, mobile computing devices now deliver 80% of all entertainment content. Overall, spending in the entertainment segment increased by 133% during the year
Among specific categories of entertainment content consumed, 47% of all mobile shoppers have downloaded at least one music file, movie, TV show or e-book during the year. Next come tickets to concerts, movies and other events, with 35% of mobile users purchasing at least one ticket during the year in question. The fact that Fandango, a subsidiary of NBC Universal, now sells more movie tickets online and through mobiles that they do over the counter corroborates this study. Fandango also confirms that mobile ticket sales increased 116%, and the number of times the app downloaded to book tickets through mobile increased 43% over the year.
Interestingly, most of the entertainment content consumed by mobile users is that of the special promotional variety, developed to create a buzz or spread awareness. This promotional content may not immediately reflect in corresponding ecommerce sales but contribute in the long run, especially in a multichannel marketing plan.
How can you incorporate entertainment content with your online strategy?