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In 2015, we talked about what were the important characteristics of a digital culture. Now, 4.5 years later, how is it going?

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Econsultancy conducted research on what senior staff in industries and organizations in a cross section of categories thought developed a true digital culture. The top five are a bit surprising:

  1. Customer-centric
  2. Data-driven
  3. Innovative
  4. Collaborative
  5. Agile

Being customer-centric is the No. 1 area, because in working in digital you quickly realize how important user experience is to the success equation. As data shows you more and more of what your customers and stakeholders want, personal preferences from managers and employees begins to fall by the wayside.

These five areas should be at the top of your meeting agendas. It is still not too late, but the digital age’s pace of change is quickening.

The video length debate continues to rage. In the past, we allowed the medium to control length, but now you can publish a movie-long video if you want.

Today we have the advantage of data to show not only if someone clicked on the video, but if they completed the entire video. Completion rates fall as the length of the video increases.

Vidyard-B2B-Video-Completion-Rates-by-Length-in-2018-Aug2019

What’s important to remember is that even at 10 to 20 minutes, you still have 44% of your audience — and that may be the key decision-makers who are most likely to buy into your story.

Now, we should spend more time analyzing the venue where the video will be shown to determine length. For example, a fundraising video shown to a large group of potential donors can run eight minutes. A video shown on a website that will be watched at work should be around one to two minutes.

The video completion rate across all video types, according to Vidyard, is 52%. So only half the people will stick with your video, no matter what length. So tighten up the content and increase your reach.

 

It shouldn’t be surprising to any of us in business, but in research by Marketing Charts, 75% of all B2B buyers are spending more time researching purchases. I guess that is the digital way of saying shopping.

DGR-B2B-Buying-Process-Timeline-Aug2019

In this age of virtual shopping, or researching if that makes you more comfortable, more than 60% note that high-quality, relevant content was the notable differentiator in winning the business.

Also note that relevant content probably does not mean a corporate brochure. It means content that fulfills the informational needs of the customer over the concerns of the seller. That could mean more transparency about your capabilities and limitations, and sales reps who are well-versed in client needs and category specifics.

It’s not surprising we are all doing more and more research/shopping online, even for our business. What is surprising is how little “high-quality content” is available to consume.

It’s Read a Book Day. So here’s a book by Seth Godin, “Purple Cow.”

“You’re either a Purple Cow, or you’re not. You’re either remarkable or invisible. Make your choice. What do Apple, Starbucks, and Dyson have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P’s used by marketers — Pricing, Promotion, Publicity — aren’t working anymore. The golden age of advertising is over. It’s time to add a new P — the Purple Cow.”51gbA6GgRiL._SX325_BO1,204,203,200_

Remarkable or invisible. What is your color?

Do you have an updated privacy policy on your website right now? Is your website ADA compliant? Maybe this chart will give you pause.

IntegerGroup-Website-Accessibility-Lawsuits-Over-Time-2013-2018-Jul2019

Failure to make your website accessible is leading to more lawsuits. That should be enough of a reason. Making your website accessible also will make it open to more potential people.

Babies and puppies. That’s the old advertising line (that is still true today, and research backs up our affinity for babies and puppies in all marketing).

baby and his puppy sleeping peacefully

On National Dog Day, Statista reports that there are 21 million more dogs in the U.S. today than there were in 2000. Pet ownership is steadily growing. Pet industry expenditures should be around $75 billion this year. Consumers age 25-34 are mostly likely to spend the most on their pets.

Should you include pets in your marketing? Well, the numbers are forever in your favor.

pet penetration in US

Apps are hot items. With the transition to mobile for every kind of need possible, apps are becoming critical to success.

Man and Woman Sharing Information Leaflet over Exhibition Stand

Some of my favorite apps are distributed by companies at trade shows. These apps carry specific specs that would have required piles of papers or sales sheets to disseminate to prospective buyers of products and services. It also saves your back because you are not having to lug large sales booklets to the show. The other advantage is you can update specs and pricing for all the potential buyers who have downloaded your app. You don’t have to send new spec sheets and hope the potential client changes out the old specs. The problem is that it is easier to hand someone a brochure than it is to get them to download your app.240933

And there is the rub. You can make an app, but the real work is getting it downloaded and used. As of June 2019, there are nearly 2 million apps in the Apple App Store and 3 million in the Google Play Store. The clutter in the app world is high.

The competition should not dissuade you from creating and marketing an app. Just don’t get so caught up in curating the app that you forget you must distribute it to be effective. There is high competition for space on the phone.

User acquisition strategies should be high on the app-meeting agenda from the start.