At a time when most advertisers in the U.S. are trying to unlock new forms of video storytelling with 6-second YouTube bumper ads, it may seem counter-intuitive to ask:Why have so many brands in India mastered the art of video storytelling in longer-forms?6 Examples of Indian Brands Winning at Video StorytellingSix YouTube videos uploaded by three brands in India over the past two years have all garnered more than 100 million views.This includes, “Hyundai | Celebrating 20 Years of Brilliant Moments,” which was uploaded to the Hyundai India YouTube channel on June 27, 2018.The 4-minute-and-45-second long video now has 222 million views. The video tells the story of “The deal with Accent.”Spoiler alert: You’ll want to have a box of tissues nearby when you watch the South Korean carmaker celebrate Hyundai’s 20 years of operations in India and reinforce the emotional connection the brand enjoys with its 5.3 million-plus customers in the country.Now, if … [Read more...] about Why Have So Many Brands in India Mastered the Art of Video Storytelling?
Why does education matters
Put simply, UX is important in every part of our daily lives, probably more than most of us even notice. Let’s walk through an example. The 2000 U.S presidential election was extremely contentious. Here are the results: Pay attention to the highlighted “Electoral vote” and “Popular vote” statistics. In the United States, the president wins by getting a majority of electoral college votes. Each of the 50 states has a number of electoral college votes and whichever candidate wins your state gets all of the electoral college votes from your state. The election that year came down to the state of Florida and its electoral college votes. George Bush won the state by 537 votes out of almost six million votes. Crazy! It gets even more interesting. Here is what a ballot looked like in a county in Florida that year: If you were voting for George Bush, which button would you press? The answer is the button marked with an A. Easy. What would you press if you … [Read more...] about UX: What Is It And Why Does It Matter?
Why are we still having this discussion? Because data show that a surprising number of businesses still don’t have a website. Surveys from as recently as October 2016 find that close to half of all small businesses don’t have a website, and it’s not just solo work-from-home moonlighters, either. Specifically, a Capital One survey of 400 small businesses — its Fall 2016 Small Business Barometer Survey — found that only 56 percent have a company website. And only 53 percent of those were mobile-optimized. In other words, fewer than 30 percent of businesses surveyed had a mobile-optimized website. Further, there is a fair argument that websites are no longer as effective in the local market. Technology and cost certainly are no longer barriers given the availability of subscription options for even the least sophisticated users and slick DIY platforms for those who don’t want to hire a freelancer or agency. Instead, the … [Read more...] about 5 reasons why websites still matter to local search in 2017
Here’s a general question for you. What lasts, in our world? What really and truly stands the test of time, avoiding the cosmic laws of entropy and decay? It sure isn’t capacitive touch screens in a home with toddlers; I’ll tell you that. Stories endure. Guy meets girl, a man out-of-place, rags to riches, the quest, voyage and return; love conquers all – these are lasting tales that have been told since mankind knew how to tell them. “Once upon a time…” “A long time ago in a galaxy far, far away…” “It was the best of times; it was the worst of times.” “RAGE. Sing, Goddess, Achilles’ rage…” “Hello. My name’s Forrest. Forrest Gump. Do you want a chocolate?” Stories are immortal. Why Storytelling? Why do we tell stories? American literary scholar Jonathan Gottschall says it’s because we can’t help it. We have to turn things that aren’t stories into … [Read more...] about Why Marketing Revolves Around Storytelling
I’ve spent the last three years of my life professionally obsessed with links. My agency’s primary specialization is link-building, but it’s often impossible to build links if the site itself isn’t well optimized, and furthermore less likely to have the desired impact. Link-building is the majority of what we do, but we have to do everything in between in order to really make the link-building shine. My day-to-day job is 100 percent content marketing, but I work for a link-building agency. I very much have a foot in both worlds, which I’d like to think gives me a unique perspective. Today, I want to share with you my perspective on link-building and why I think links will continue to matter for real businesses in 2015. The Evolution of Link-Building and My Definition Despite having the job title of “link builder” for longer than a year, explaining the term “link-building” is surprisingly hard. I’ve had to do it for friends, … [Read more...] about What Is Link-Building, and Why Does It Matter in 2015?