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In the race for the most trusted and influential medium, TV is way ahead of the pack.

Clutch-Advertising-Trust-and-Influence-Dec2017

On the other hand, if you only care about trust issues, you should be using print as well. Research is finding more and more areas where traditional media outlets have higher influential and trust quotients than online, social or out-of-home marketing. One of the reasons is the predominance of fraudulent advertising in online vehicles, but you would think in the social world, where you are connected to your friends and family, that social media advertising would be more trustworthy and lead to more influence in purchase decisions.

TV has long been one of America’s most trusted medium. And local news has a big reason for that trust. I was also surprised by how high purchase influence was ranked for TV. This may change over time as streaming takes a large bite out of the TV pie, but for now, TV is the most trusted and print is right behind. The third place ribbon in the trust and influence race goes to online.

This research, reported by Marketing Charts, is from Clutch (December 2017).

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Grocery shoppers are more likely to clip coupons and search a circular at home than use digital coupons, according to the Retail Feedback Group research (December 2017). store shoppers still using coupons

We are in a transition phase from print to digital, but we are also finding that some traditional forms of communications are more effective in spite of all the digital hype. That was punctuated by Facebook running apology ads in major market newspapers instead of running ads in everyone’s news feeds.

For now, and into the next 5 years, you will need to have traditional and nontraditional forms of marketing–or what we like to call an integrated media campaign to reach your entire audience.

Remember, the car didn’t get rid of the horse. The car sure changed the horse market, but the horse industry generated $23 billion in sales last year. Not bad for a disrupted industry.

Some days you just have to laugh. I wanted to read a New York Times story about Google Chrome banning intrusive ads but I couldn’t read the story, because of a New York Times intrusive ad. Google block ads new york times blog idea

Now if you go to the story, you will not see a screen-covering large ad. Some have called this an ad blocker, but Google insists it is a “filter.” It affects only websites that allow “disruptive ad experiences.” Google wants to keep the “entire ecosystem of the web healthy” and happy.

Watch for Google to insist on more changes such as download speeds, responsive design and better overall experiences. The New York Times wrote, “Google did not become the creator of the world’s most popular browser and a dominant advertising force by running its business in a manner that did not serve its own interests.” By banning these highly intrusive and aggravating ads, Google hopes to fend off more people adding ad blockers.

If you violate Google’s standards, Google will disable all ads on the noncompliant sites. By the way, I did subscribe to the New York Times.

 

There is much debate about the optimized length of videos for various media. Television has had set lengths for years, but the debate still rages–is :15 better than :30 or :60?  Female Video and Sound Editor Works With Her Male Colleague on a Project on Her Personal Computer with Two Displays. They Work in a Creative Loft Office.

Wistia looked at more than 500,000 videos and more than 1 billion plays to conduct research on video length and engagement. They found that 2 minutes is the sweet spot. Videos up to 2 minutes get “tons of engagement.” What is surprising is that a 90-second and 30-second video will have the same engagement levels so there is no need to worry about length until you reach 2 minutes.

According to the research, after 2 minutes “every second counts.” The drop-off from 2 to 3 minutes is significant, so if you are going to make a 150-second video, it would behoove you to cut 30 seconds from the video to increase engagement. At 6 minutes, the research shows a leveling off at 50% engagement and there is little decrease all the way to 12 minutes. So you should still produce longer content if it is warranted, but know the drop-off is large from 2 to 6 minutes.

If you are going to produce video, remember the 2-minute rule. So what’s the best TV commercial length? According to the Wistia research, it would be up to 2 minutes. So buy the entire 2-minute commercial break.

 

If you have ever worked for a media outlet, you understand that the hungry beast is the insatiable appetite of your audience–when one news day is done, it’s time to clear the deck and start filling the next newscasts.

Today, every organization is a news outlet. The quarterly newsletter is dead and the new day of fulfilling search terms has arisen.  And what people want instead of old news from the last quarter, is a video on a topic that interests, educates or entertains them.

Water's edge tinea veriscolor

Here’s a 2-minute video we produced for Water’s Edge Dermatology in Florida in 2014. To this day the views are growing. To date, nearly 54,000 views and 330 Likes. Evergreen topics can continue to educate and interest people for years.

We recommend a “channel approach” where you begin to build a library of keyword-rich videos that are tailored to audiences: For example, a credit union might have a video about just getting married and how best to combine your finances, or a bank might have a video on a family financing the building of a new home and then a separate video on how to finance an already existing home.  Building your organization’s channel will take time, but as long as the meta data is strong (video tags, description and video title are all optimized) these videos can be ready whenever someone searches the topic. Unlike a newscast that is broadcast and then the signal is off to Mars, these video stories can be told again and again.

The content beast is hungry and needs to be regularly fed, but feeding the beast the right way can help build a series of mini-shows that can play beyond their typical season.

We all love the TED-talk style and more than 2 million videos are watched per day. But with all this watching, sales presentations are not changing. Here are a few ideas to change your sales presentation to be more TED and less dead the next time.Working through ways to further maximise their profits

  1. 18 minutes. That’s the limit. TED has 30 years of experience with the best way to disseminate key information and less than half an hour is best.
  2. The first 10 seconds are key to winning the audience. Most TED talks don’t start with long introductions or organizational history
  3. 96 point type. You don’t see wordy PPT slides at TED. Not one set of bullets. Full screen photos or videos that help to move the talk along, not make you read.
  4. Tell a story or two or three. No need for a lot of facts and figures, but tell a compelling story. It is more memorable and effective at communicating ideas.
  5. Tell people something they don’t know. If you don’t have anything innovative, maybe you shouldn’t be presenting.
  6. Craft a strong ending. And then end it. Whoever said, “I wish that sales presentation was longer?” Or blog for that matter.

The End.

It seems like marketers are tripping over each other trying to reach millennials. Yet Generation X are consumers in the mid-30s to mid-50s range. So before you stick that beard-wearing hipster in red tennis shoes in your ad, think about the power of targeting this generation.generation x red grunge stamp

The reason for the skip is that Generation X is smaller than boomers and millennial groups. Yet the Generation X cadre spends more on housing clothing dining entertainment and healthcare than either Boomers or Millennials. For healthcare marketers, this group is caring for children and aging parents and they place trust in bends that achieve “authenticity and sincerity” according to influencehealth.com.

Gen X Goals:

  • Work-life balance
  • Continue to learn
  • Be efficient, productive
  • Tend to be more skeptical and cynical of institutions, but are more brand loyal
  • More likely to use wearables (Apple watch, Fitbit)

This is the first generation to live entirely in the age of information. They are more inclined to conduct their own research to verify or disprove facts. The are also “Family First.” And they want to know your organization respects and recognizes that fact.