Guest Blog Written by Ashley Verrill from Software Advice
In today’s instant-gratification obsessed world, would-be customers don’t always have time to read a 1,500 word article or e-Book. They need information in bite-sized (while still actionable) snippets. So pervasive is this desire, that 90 percent of marketers reported using video for demand generation, according to a recent survey my company conducted.
While the goal is definitely to provide useful information to Web surfers, the ultimate goal is to drive traffic from people that will ultimately buy from you. This requires targeting content to the right person, in the right language, at the right time in their purchase decision. Here’s how you use video for each one of those stages in the sales funnel.
Got a minute or so? We’ve got something to say to you.
And here’s the cool part: you get to decide which language you hear it in.
You don’t even know what we’re going to say yet, but I can tell you’re interested. Who doesn’t just love to hear stuff in different languages? Continue reading »
Our society is consumed by media, and with so much content competing for our attention, people have become more discerning with what links they click. Content creators have become aware that the links that get clicked most frequently are direct, valuable and visual. Global marketing operations have come to terms with the idea that consumers aren’t patient enough to parse through paragraphs of written content that doesn’t have a sense of urgency. So in response, content creators have shifted towards more immediate visual forms like Vine, Pinterest and infographics. Continue reading »
As companies continue to put more of an emphasis on their social media strategies there is a misconception that email marketing has become passé. While some feared that the ascension of social media would bring about a decline for email marketing, the two have proven not be mutually exclusive. A new global marketing operations study by Custora confirmed that email marketing still remains a more effective channel of acquisition than social media. The study found that during the last four years, the rate of customer acquisition through email has quadrupled, rising to approximately 7 percent, while the acquisition rates for social media platforms like Facebook and Twitter barely registered at all. Continue reading »
Emerging markets now produce 40 percent of global output as they are becoming a more integral part of the shifting global business landscape, according to Local Brands Pursuing Global Recognition. The Financial Times article expands on this point by saying that while emerging markets account for a large portion of products, they have yet to develop global brand recognition. Continue reading »
Our very own Chief Marketing Officer, Marc Osofsky, participated on an expert panel (“The Business Case For Deploying Multi-Language Video”) with Tim Tyler of Coldwell Banker and Santiago Muro of HSM during the 2013 Streaming Media East conference back in May.
They had some interesting thoughts to share about streaming in multiple languages, which is of course closely related to my blog posts on Rapid Video Translation (Add Video Marketing to Your To-Do List Today and Value of Product Videos), so thought I’d highlight some key points of this talk here, and encourage you to read more at OnlineVideo.net. Continue reading »
Video appeals to learners who are better suited to absorb information visually. Some people can stare at text, reread it time after time, but have no retention simply because the medium isn’t best suited for their learning style. (Let’s hope they’re not readers of this blog!) Global marketing services must now take into account that the majority of the population has grown up spending more time with their eyes on a screen than a page. In a recent survey 60% of people said they prefer watching video over reading text. (Bubobox) There is magnetism to video that keeps an audience’s attention longer, and that buzz that is hard to manufacture through text alone. Continue reading »
This week The Wall Street Journal interviewed Jean-Marc Duvoisin, the recently appointed CEO of Nestlé Nespresso SA. Duvoisin is a Nestlé lifer who in March was put in charge of Nespresso, the company’s branch of single-serve capsule coffee.
The global market for single-serve coffee now accounts for $12 billion in sales, and Nespresso represents 5% of total sales for Nestlé, according to the WSJ article. Duvoisin’s plans for global marketing include targeting North America, Latin America, and the Far East as growth areas for the Swiss based company.
The current obstacles for Nespresso by region are; the North American market for single-serve coffee is largely controlled by entrenched power Keurig, Europe has been introduced to Nespresso but the penetration rates are lower than desired and the populations of China and Japan are traditionally tea drinkers.
Nespresso’s problems by region illustrates how global marketing solutions aren’t one size fits all, but work best when they are specifically tailored solutions that take into account culture and current market state. In the article Duvoisin also acknowledges that he will implement some of his solutions immediately while others will take more patience.
Plans That Are Still Brewing
Duvoisin expressed that Nespresso will have the patience to see through market development in China. He is quoted saying “we should develop in China and it will take a long time, we are not in a hurry. That’s because people drink tea but they’ll come around to coffee.”
One area that Nespresso is operating from a disadvantage is that their competitors’ products are more widely available. Their business model is designed so that sales come mostly from online instead of supermarkets. So during Duvoisin’s plan for expansion he will need his websites to rank well, particularly in global search marketing.
Ecommerce for perishables is still a risky business model because customers want the same freshness that they get from buying at a store, so to overcome this Nespresso has to develop a more efficient system of delivery. Peapod’s success has shown there is an opportunity for online grocery delivery and Nespresso could be the first mover to operate strictly with coffee. Nespresso should adopt smart website features, similar to Netflix Streaming, that allow customers to build a profile. Customers could record their ratings of certain blends, automatically time their reorder frequency and receive recommendations. Features like these would help turn customers into brand loyalists.
How Duvoisin handles his global web operations will be a instrumental in his success. For lessons on how others have successfully managed their global operations, read Improve Global SEO.
After Yahoo’s $1.1 billion acquisition of Tumblr, the question now is how to turn the site profitable. The potential revenue from the blogging site at the moment is largely untapped, and it remains to be seen how Yahoo will monetize its growing cash cow (cash calf?). Yahoo can only hope that its acquisition of Tumblr proves as valuable as Google’s 2006 acquisition of YouTube. For a similar price ($1.65 billion) Google gambled big but also picked right and their investment in YouTube has paid back in spades. YouTube is as popular and profitable as ever, and Google finds itself ranked second on the list of Top 100 Most Valuable Global Brands. Continue reading »