Why Is the Progressive Growth in SMB within Transmedia Marketing Important for your Business?

Nearly 75% of all Internet traffic will be video by 2017, according to a recent study by Cisco. Along with this, most of the Internet video traffic will be viewed on mobile devices by 2018. Billions of dollars are shifting, as online video becomes one of the fastest growing forms of digital media.

The SMB space is helping to drive this progression in Transmedia marketing (TM). This shift to online video is a valuable statistical insight into how online video is evolving in the SMB space. What is sparking current local growth in online video? There are several key factors impacting this development that can be seen in online video.

SMB may be familiar to you. For some, this concept may be entirely new. SMB is an acronym for small and medium-sized businesses. Combined with the word “marketing,” SMB refers to a specific method of selling products or services to small and medium sized businesses, as opposed to large corporations.

This business-to-business selling incorporates marketing strategies and techniques that address the unique needs of smaller and mid-size companies. These needs often are based not on a company’s size, but on its lack of capability in specific business functions – as in the case of marketing.

Marketers offer more hand-holding in the form of customer training, support and service. These businesses look for vendors and suppliers that can provide them with deep expertise and less-expensive options in these areas, often outsourcing services they don’t use every day or in which they have little or no expertise.

SMB awareness is a key factor when it comes to transmedia storytelling. Organizations who are transmedia providers impact the significant growth for small and medium sized businesses seen in online video. Advances in media technology have lowered the cost of entry for small business while new software suites allow for the creation of extremely high quality videos for a portion of what it cost five years ago. Transmedia providers are partnering with their clients to deliver high quality, reliable and lower cost marketing solutions.

Another key factor influencing growth is the surge in mobile video consumption. As mobile video usage soars, targeted promotional opportunities grow alongside social media outlets such as LinkedIn, Facebook and Pinterest. This offers tremendous targeting for SMBs in delivering great results across both desktop and mobile devices. It is dramatically easier for smaller and medium-sized businesses to deliver a strong, engaging message on a smaller screen using video than it is with text. As mobile devices and networks get faster, and video compression technology gets better, there will be a large growth in mobile video marketing (according to Cisco).

Rich Content Transmedia Marketing strategies including multiple videos are being introduced to businesses by their TM solution providers. These videos are being used on webpages and landing pages, Social Media campaigns, email campaigns, SEO strategies and lead generation campaigns. Small businesses are no longer viewing high quality video as just a single component, but now video is seen as a key ingredient in many of their online strategies.

What roadblocks are holding back SMBs online video growth? Solutions like keyword advertising on search engines (SEM), Search Engine Optimization (SEO) and even Social Media Marketing are sometimes difficult to explain to small and medium sized business owners who have little to no expertise in these areas. Education and empowerment is an important factor, and the more people who know about their options and opportunities, the more likely they are to embrace them.

Filmed presentations have an incredible ability to help improve the performance of many other components of a digital transmedia marketing strategy. This development of solutions truly leverages all of the benefits available through online video, skyrocketing SMBs growth.

Captivating video content can consistently and dramatically improve organic page rank, however only if it is embedded and indexed properly on the page. Video can improve user time spent on the site and decrease bounce rate if it is positioned properly on the page and loads quickly. Video can also produce significant improvements in email campaign open rates and click through. This campaign tactic must be accomplished in a way that uses the strength of video as a transmedia marketing tool.

As Cisco has indicated, there will be an explosive growth when SMBs start to weave the benefits of filmed presentations throughout all of the other pieces in the digital transmedia marketing solution. In other words, the future looks very bright for transmedia storytelling. As little as ten years ago, SMBs were attempting to understand if they needed a website. Now, it is clear that not only do they need a website, but it also must be mobile friendly. Today, many SMBs are adding a single video to their site. In the future, they will have a library of video content to describe their products, talk about their special initiatives, answer frequently asked questions and deliver testimonials from satisfied customers.

As digital solutions embrace the benefits of online video and consumers watch more video content, there will be incredible growth within transmedia marketing platform. Small to medium sized businesses should be encouraged to invest time into learning how SMB and transmedia marketing can positively impact their business within the Internet and on mobile devices. As traditional outreach methods are quickly being supplemented by Internet marketing, learning about this new technology could be the difference between success and failure for your company.

To learn more about Transmedia Marketing, visit us at our website.

Music, Video and Marketing: Creating a Cohesive Blend

On July 2, 2015, the Christian Rock band NEEDTOBREATHE performed live from Times Square on the popular morning TV show “Good Morning America.” This performance combined music, video production and a marketing strategy to ultimately get this band’s performance on television to a large viewing audience.

 

In order for ABC to generate a large television audience for this special music segment, certain marketing procedures were taken by the broadcast channel to ensure a large viewing number for NEEDTOBREATHE. While there were many parts that went to make this operation a success, all the strategies employed can be divided into three sections:

 

  1. Music
  2. Social Media
  3. Video

 

MUSIC

The competition for morning show viewership reign is among tough competition. Good Morning America is joined by morning talk shows such as NBC’s “The Today Show” and CBS’ “The Early Show.” With such tough rivalry to go around in the morning, “Good Morning America” must deliver special programming that viewers will want to watch.

 

Often, viewers tuning in to morning television will be watching over coffee and breakfast – meaning the time to capture their attention is extremely limited. To truly peak the interest in an audience member, the message creator must must relate to them somehow. A television show can accomplish this by broadcasting something generally accepted as being enjoyable to a general viewing audience.

 

Since music is one of the most enjoyed mediums in society today, it is a particularly beneficial choice for programming options. In order to be considered for a television appearance, a band/performer must reach a substantial amount of popular acclaim from their productions. This music the performer(s) make will be highlighted through their time graced on the big screen through a live performance. When a show brings in an artist who is currently popular, viewership numbers will spike as audience members will tune in to see their favorite artist perform live.

 

While NEEDTOBREATHE is not one of the most popular bands in the music scene, it does hold a sizeable fanbase due to it’s music performance ability and memorable song production. One of these songs in particular, “Brother” with singer/songwriter Gavin DeGraw, is a recent hits among fans. By bringinging in NEEDTOBREATHE, ABC was able to capitalize on this song’s recent surge in popularity.

 

SOCIAL MEDIA

As one of the largest television broadcast entities in the world, ABC uses social media outlets to its fullest potential. Whether it is actually station news or popular culture news, the ABC social media accounts are consistently being updated by the admins.

 

NTB 1On sites such as Twitter, a strong and consistent presence is necessary to keep followers interested. Depending on the objectives of the specific organization, popular news may be used to bring followers back into the organization’s original content. When the time comes that the organization shares something important (for example, the NEEDTOBREATHE live performance), you want your followers to take notice. As long as you promote your own event at the same level of excitement as popular news, your audience will acknowledge the event and be more likely to actually tune in.

NTB 3

In saying this, ABC was not the only entity promoting the NEEDTOBREATHE performance. After all, social media is not simply a one way street. It takes efforts from several organizations to successfully pull off promoting an event. In order to turn this operation into a successful two-way street, the message creator must craft their social media message around audience reactions and behaviors. This is where the performing artists came into play.

NEEDTOBREATHE and Gavin DeGraw both posted about their performance on “Good Morning America.” What drove the fans in was the subject matter of these posts – the fact that they were performing the fan favorite “Brother.” This gave the audience fanbase an incentive to tune into the program, since these performers were performing such a well-liked song. In other words, these artists could have simply posted generally about performing on “Good Morning America.” Instead, they incited excitement among potential viewers with one word – “Brother.”

 

 

VIDEO

camera-602625_1280Video is one of the most useful media interfaces in communications technology today. Not only can it deliver a live broadcast to television audiences, but it can also be recorded for the after-performance Internet audience. To put it in simpler terms, video adheres to two different audiences at the same time: the television group and the Internet group.

Posting an after video online is advantageous to both “Good Morning America” and the bands – as fans around the world who don’t receive ABC programming on their televisions can now tune in. Since the Internet stretches across the world, that means ABC and the band names have the possibility to reach music fans in distant countries. Since music is the universal language, worldwide fans can tune into the video, not knowing a word of English.

 

The after-performance video makes this television program shareable. In today’s social media landscape, things that go viral do so from social media. It is actually possible for there to be a large number of viewers of the after-video than the actual live performance. All it takes for this video to be posted on Facebook somewhere, and even Facebook users who haven’t heard of the bands can now tune in and discover new music.

 

WRAP-UP

Music – Bringing in the well-recognized performers, NEEDTOBREATHE and Gavin Degraw to perform their recent popular song “Brother” which has appeared commercially across social media and on both Christian and Top 40 radio stations.

Social Media – Promotion tactic to infuse excitement about the performance and bring viewers in. A two-way street cohesive effort by both ABC and the bands.

Video – Open new channels to an Internet audience of both established fans and new fans, enabling a worldwide audience to tune in.

Communicating With Clients: Do’s and Don’t’s

Communication is a fundamental skill needed for marketing, journalism, public relations, etc. Not only does it enable you as the message creator to get your message across to the audience, but it also allows you to converse with fellow business partners and prospective clients.

 

As these fields are, in simpler terms, businesses, the main goal at the end of the day is to earn money. While there are several ways to do this, developing relations with clients and fellow practitioners is a sure way to secure more connections – leading to more business deals for your company.

 

In order to meet new people and build business-minded relationships, there are several important rules to follow. These rules are general communication guidelines and aim to aide in approaching clients, conversing with them, and “getting on their good side.” At the end of the day, do what makes you feel comfortable (but don’t be afraid to step outside of your comfort zone every once in a while!)

DO’S:

Be the conversation starter

For many people, this is the most scary part of meeting new people. If you know little about a person, but need to talk to them, what do you say? Each situation will be different in conversation starters, but there are a few general go-to’s to make this process a lot easier. This article from Wikihow offers a few great suggestions when you are lost for words in conversation starters.

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Often, a good approach to the situation is to address something that both parties have in common. For instance, in many situations you are meeting new people in a professional/work-driven atmosphere. This gives you an opportunity to bring up general work related questions that can bring you into more specific questions (and information you actually need). Here are a few examples:

 

“Hi, I heard what you said in your presentation earlier. Can you tell me more about _____”

“Hi, I see that you work at _____. What do you do there?”

 

If all else fails, I have gone up to a person before and said “Hi, my name is ______.” While this may not be the most gratifying introduction, it get’s the job done in breaking the ice.

Make the first move

For whatever reason, the general population very rarely makes the first move in any kind of setting – social, business, etc. This isn’t as bad as it seems, however, as it opens the door for you to be the one who reignites the relationship. My grandpa once said, “To have a friend, you have to be a friend.” What this means is that in order sustain a healthy relationship, you must do your part. This quote can be applied to building business relationships. In order to get to know the client more, you must do your part in completing various tasks such as talking to them, inviting them to things (coffee), and being actively interested in their lives. You should leave no doubt in the client’s mind that they should work withconversation-799448_640 you because you are a friendly, interesting person who cares about them.

Say the prospective client’s name several times in conversation

Let’s say you are at a social event and have been meeting new people. If you are anything like me, when someone tells you their name it inadvertently goes in one ear and out the other. This becomes difficult when soon after you wish to address them but have forgotten their name.

 

A small trick that a fellow coworker taught me is to constantly say the client’s name in conversation when first meeting them. This will teach the brain to remember both the face and the name through repetition in conversation. People also like to hear their names said by other people, as it makes them feel important.

 

Use lines such as: “Hello _____, nice to meet you _____.” “So, _____ tell me more about your position.” “What do you like to do in your free time, _____?” Now when you wish to talk to this person at a future social event, you will remember their name!

social-media-763731_1280Actively interact with the prospective client on social media

As said previously, people like to feel as though they are important. For some, social media is an authoritative meter for social status. No matter how popular this client is, the more likes/retweets/favorite/comments they get on their posts, the more important they will feel. If you are among the group who is constantly interacting with their posted content, the client will begin to take notice. This is especially effective after meeting the client in person, as the client will be able to match a face with the name interacting with their social media content. Business is indefinitely built on relationships, so why would a client work with someone who doesn’t care about their life whatsoever?

DONT’S

Don’t be negative

While you might be truly sorry for yourself for whatever reason, nobody likes to meet someone who is filled with self-pity and negativity. Even saying something as miniscule as “This weather sucks” can convince that person right away that you are a consistent “Debby Downer.” Remember, first impressions are everything. Because your time to interact and grow with a person is usually very limited, it just doesn’t make sense to start off on a negative note. In order to grow a positive relationship with the person, it is completely necessary to start the relationship in a positive manner.

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To turn things around, a person you are meeting for the first time may be the one who is overly negative. This is an excellent opportunity to step in and shed positive light on the situation. A leader in a social situation can be characterized with their positive rapport and by turning a negative situation into one with a positive outlook. By being a leader, you make yourself out to be a sought after business contact in the professional world.

Don’t be overly-opinionatedangry-man-274175_640

There are not many other things that can turn people off more than being a overly-opinionated person. This is especially harmful when the person you are talking to feels completely different than you about the issue. When meeting a person for the first time, a good rule of thumb is to play it safe when discussing hot-topic issues (or just avoid controversial issues completely). If that person brings up a topic that could cause heated discussion, steer the conversation away from the subject or politely respond that you “don’t usually like to talk about topics like this.”

germ-303979_640Don’t be self-absorbed

We get it, you won employee of the year and want to tell the whole world about it. While it is great to tell your closest friends, it might not be the best thing to tell a new person you just met right off the bat. It is crucial that you keep a level-head in terms of boasting about things. When first meeting someone, a person probably doesn’t care about you personally – they care how you can help them succeed in their different goals and business plans. By driving the conversation towards building a fundamental relationship, both parties can be assured they are getting what they want out of the conversation.

Conclusion

The sports clothing brand Nike has an excellent motto when it comes to meeting new people: “JUST DO IT.” As a professional, you must ask yourself why you are at the networking event (to meet people!). To get more comfortable with some of the helpful tips provided in this post, make sure to first practice them on close friends who can give you critical advice on your performance. Remember to not commit the list of DO NOTS, like in the list found here.

 

If you still are struggling in approaching a person ponder this: What if this person helps to get you a job? Is it WORTH passing up this job opportunity by not talking to them? Remember, the person will probably be nervous to meet you too. IT’S UP TO YOU TO SHAPE THE WAY THE RELATIONSHIP BEGINS!

 

 

 

Adobe After Effects: Breaking Down the Consumer’s View

As the message creators, we are responsible for effectively creating startling designs that will not only catch an audience’s attention, but keep them interested. By now, it is well understood that the message creator only has a few precious seconds to make sure the audience member pays attention to their message. While there are several methods to increase the likelihood of attention, one of most successful is animated movement within video.

 

Adobe After Effects is used to create animated movement within objects. Picture these two situations:

 

  • A video where content appears on the screen but remains stagnant throughout
  • A video where content appears on the screen, moving into different positions to correspond with the spoken subject material

 

The first video, unfortunately, will be too boring for your audience member. Since there is nothing exciting going on or anything visually pleasing, the audience will move their attention on to the next topic. The second video, however, is much more likely to both grab your viewer’s attention and keep it there. By consistently adding new elements that are moving within the video template of space, the viewer has things to keep their mind interested in throughout the video.

 

When deciding what objects to animate, consider the following: You need to find a happy medium. On the other side of the spectrum, when you animate too heavily, you actually lose the viewer’s attention. They become too engrossed in the moving objects that they look past any information at hand. By previewing the video to friends or associates, you can receive criticism on your animation strategies and techniques.

facebook-388078_1280Here is a list of objects that are especially great to animate:

  • Logos
  • Social Media links/buttons
  • Any short, few words that entice excitement
  • Small pictures

 

For those who are still wondering about a professional example of Adobe After Effects at work, here is one that was hand-picked by the staff at Vimeo. There A LOT of great aspects of this video, but perhaps one of the strongest is how easily it flows. There never really is a dull moment, as the animation moves the spoken word forward into the audience’s attention span. The video creator also does a great job of focusing on important words and graphics. While all words presented are important, there are always a few keywords that will help summarize the subject. A video like this essentially completes both the goals of videos:

  1. Gain and maintain the audience’s attention
  2. Convey the necessary information

To learn more about using Adobe After Effects, click here.