According to Ooyala Global Video Index for Q2, 2015, nearly half of the video plays globally are taking place on a mobile device. Content owners, publishers and broadcasters have begun to see mobile as more than a platform for snacking with short-form video. Studies show that more viewers are turning to mobile for all of their video entertainment, from news to episodic TV and even long-form premium content like movies.
For long form video content, 30 minutes or longer, a larger screen generally showed a greater share of time watched. Connected TVs 52 percent were ahead of tablets 36 percent, mobile phones 23 percent and PCs 22 percent. A study shared by IAB found that nearly one-third 30 percent of smartphone owners in the United States and Canada watch full-length TV shows on their smartphones, and 20 percent watch full-length movies.
For Brands, publishers and broadcasters relying on video for engagement here are the key content insights shared by Shareablee, where engagement for Video Content on social media channels grew by over 255 percent over First half, 2014. Shareablee’s Social Best practices are based on performance of 100,00 properties monitored daily.
“One clothing brand turned Fashion Week into its own interactive shopping playground. Real-time video, data and rich user-generated content from celebs was combined with user-generated fashion selfies pointing at a curated catalog for real-time shoppable fashion. The result? The brand saw a 75 percent sales uplift on trends featured in the campaign”.
In a report that enlists the 2016 Watchlist “Key moves To Improve Your Digital Marketing Fitness”, published by Gartner, the three key moves that can set your Brand apart from the competition include getting a customer view, investing in Data abilities and being an agile organization. Gartner for Marketing Leaders looks at the Digital activities of brands that have created exceptional customer experiences across channels to help you achieve digital marketing success.
The view propagated by newer competitive environment requires organizations to move beyond a unified view of the customer, to understand how the customers view the organization. Gartner proposes to get a unified view of the customer the organizations need to develop tools such as master audience profile including:
• Demographic or firmographic information
• Website and app activity
• How the customer responds to marketing communications and advertising
The Burger wars could not get allayed in a more amicable manner than the one proposed by Burger King in an open letter in a bid to join hands on the Peace day, September 21. The competitive rivalry can be set aside for one day with a new burger proposed to be served for a day called, “McWhopper”. The SVP for Global Brand Management at Burger King, Fernando Machado, insists that this invitation is more than a PR stunt, and has expressed the hope that McDonald’s responds favorably. The open invite from Burger King is hosted on McWhopper.com. While Burger King is still waiting for McDonald’s response, it has joined hands with other restaurant chains to offer a one day Peace Burger.
According to Mashable, “The letter says the proposition to McDonald’s still stands. If McDonald’s wants to join the party, the company is more than welcome, despite the CEO’s sarcastic retort”.
Denny’s, Wayback Burgers, Krystal, and Giraffas, we’d like to build on your individual proposals to collaborate on Peace Day, September 21, 2015. Our idea would be that we all come together to create a burger that combines a key ingredient from each of our signature sandwiches.
Burger King revealed it is already constructing a pop-up restaurant (ostensibly in Atlanta, the location Burger King originally proposed to McDonald’s). All that’s required of the other restaurants is a donation to nonprofit organization Peace One Day, and “a simple yes.”
Peace Day, September 21st, is a United Nations-recognized annual day of global unity, successfully advocated by the non-profit organization Peace One Day. “Our short term goal is to expose three billion people to Peace Day by 2016. It’s a big target but it’s very possible, particularly with the support of the corporate sector – they have the resources and ability to raise awareness on a massive scale. That awareness creates action, and that action saves lives,” said Jeremy Gilley, founder of Peace One Day. “This proposal from Burger King is the corporate sector at its best – coming together, putting their differences aside and saying: ‘come on; let’s do something to manifest a more peaceful, sustainable world’.”
The Five brands that bring their special ingredient to create an all new Peace Day Burger may well be setting a precedent in achieving newer levels of buzz that goes beyond controversy surrounding a typical competitive rivalry.
Have You drawn a plan to engage the shopper at each stage of the buyer journey for holiday season shopping. Mobile Messaging moments extend throughout the Customer Journey offering brands an opportunity to engage consumers early in the holiday shopping cycle. Getting your mobile campaign ready requires knowing mobile moments for your brand that are seen as more relevant.
Knowing your customers’ journey is important to promote with mobile messaging as it identifies opportunities that are present for your brand or app to increase engagement with your audience. Here are some of the key moments in a customer journey that present brands an opportunity to influence customers. Planning campaigns with messaging that convinces and converts require brands to identify those key moments early in the campaign planning cycle.
Before you prepare your campaign wishlist here are some of the marketing tips based on a research shared by Forrester for Mobile Marketing.
