Which video recipe will make your cash register ring more often and more loudly? It was the end of a 12-hour video shoot. We had heard the same song over and over, about 200 times. Our model had just finished dancing in 24 outfits, having completing over 150 identically executed squats as part of her routine. The rest of us were just tired from thinking about that. From one day of shooting, we would generate 120 different product videos to be tested on an e-commerce website. It was fully expected that these videos would provide a boost for the major fitness apparel manufacturer’s online store. As is so often the case, things didn’t turn out as expected. Search traffic is expensive, whether organic or PPC. On a site that already employed Bazaarvoice ratings and reviews, numerous product photos and a favorable product page layout, we felt a product video was the missing piece, and that it would convert more of these expensive searchers to buyers . Benefits Of Product Video … [Read more...] about The Ecommerce Product Video that Increases Revenue Per Visit (RPV)
Size does matter video
With little fanfare, earlier this year Google rolled out a way to embed 360-degree VR media for headsets in search engine optimizable web pages accessible via desktop and mobile. That’s right, immersive VR videos and images for VR headsets can now be optimized for search, accessed directly from Google and experienced on desktops and mobile devices, with or without the need for a native mobile app or VR headset. (Full disclosure: I own stock in Google.) Considering Google has shipped over five million Cardboard VR headsets, and over 12 million VR headsets are expected to sell this year, this innovation presents a major opportunity for search marketers in travel, real estate, design, education and other industries. While it has always been possible to embed 360 VR media in pages for consumption on desktop and mobile, compatibility issues made it nearly impossible to embed content for VR headsets in web pages. Google’s “VR View” is changing that by making immersive … [Read more...] about Leveraging 360 VR video & image optimization for SEO
Mobile video takes center stage and if your brands isn’t strutting the mobile video catwalk, then you are making a major content marketing fashion blunder. The red carpet of video content marketing is brutal. Falling flat will let your competitors fly past you. In fact, publishers are already using technologies like machine learning to up their video marketing game. Mobile video, interactive video, and e-commerce integration are all geared to maximize the consumer streaming experience. Video content is no longer static and linear. We’re seeing new mobile video technologies like Meerkat live streams exploding at SxSW, Periscope,Twitter, and the big video push by Facebook at F8, all focusing on innovating with video. The rush to create great visual, full motion stories is making 2015 an exciting time and an open opportunity for those embracing a full motion world. In my previous post, 5 Hypnotic Mobile Native Video Content Marketing Methods, I highlighted the importance of … [Read more...] about 5 Ways Mobile Video Rocks The Catwalk
Small business owners who promote thin content thinking readers don’t have the time, energy, or patience required to filter their content pieces are seriously underestimating their audiences. These days, crafting in-depth relevant content is not just necessary – it’s actually required. Long content ranks better in search engine results, allowing its creators to improve their online presence, boost conversions, and gain superior social engagement and authority. If you’re dying to find out what Google is looking for in today’s content world, you should know that in-depth, relevant content is an indispensable asset that will always stay in fashion for a number of reasons. Numerous company owners erroneously think that a content marketing strategy is as flexible and easy to set up and maintain as a conversation between two close friends. In this case, they are deliberately ignoring the fact that even the most basic forms of social conversations compel … [Read more...] about Why You Need to Create Long, Evergreen Content
Online advertising, and especially its bulky older brother, “programmatic,” are darlings of the digital marketing world. Even folks who typically focus on the content and SEO side are dipping into the implications of bot-driven ads. The ability to deliver highly targeted display ads and sponsored content to key consumer segments, with (literally) super-human speed and precision sounds like the data-driven answer businesses have been waiting for since the dawn of “personas.” But what if there’s something wrong? Not with programmatic, but with the system itself: the vehicle on which ads arrive on consumers’ desktops and phone screens? For many niche and local publications, plans for profitability already feel tenuous; if a startup with $132 million in the bank and a network of incredible talent can’t foresee sustainability in digital ads, what do the next few years look like for the little guys? The Medium move Earlier this month, Ev Williams, … [Read more...] about What does Medium.com’s profit model pivot say about the future of online advertising?