Now, seven months into the pandemic, brands continue to face many uncertainties. But there are some aspects of the “new normal” that are clear. Social distancing requirements have led to people spending more time online than ever before, which has rapidly accelerated e-commerce, e-learning, and remote work.
This online surge has made it increasingly critical for businesses to maximize their digital presence, reach potential customers, and engage them in the buying process.
While video has played a huge role in the marketing
Funnel since long before coronavirus, many marketers have been slow to recognize its full potential.
The fact is, beyond its brand-building benefits, online gambling data malaysia video can also be a powerful performance driver. As we found in a recent study, for example, 70% of people say they have purchased a brand as a result of watching it on YouTube.
Whether you’re a brand marketer focused on creating demand or a performance marketer focused on fulfilling it, I encourage you to think about video ads more broadly and as a driver for both — especially now, at a time when every media dollar needs to stretch a little further.
Here are three video marketing strategies, inspired by successful brands, that can help you leverage video for either goal.
Keep it simple, with strategic details
At this point, most brands have grown accustomed to no follow links valuable like adapting to address changing consumer behavior, especially retailers facing continued restrictions in their physical stores.
Retail brands grappling with this shift have found that small changes to their video campaigns can help further their e-commerce goals.
USA, for example, is proof that simply updating a text overlay or call-to-action (CTA) can improve your bottom line at a fraction of the cost.
This spring, when the company faced retail store closures for some of its direct-to-consumer brands, such as Kiehl’s, the marketing team adapted its strategy to focus on e-commerce and drive efficient visits to retail websites.
L’Oréal repurposed existing video creative by adding
A call-to-action about a new “Friends and Family” deal. The cyprus business directory team then ran the creative as a TrueView for Action campaign, prompting users to click on the offer. This approach helped meet conversion goals and also showed benefits earlier in the customer journey.
As Oliver Hobbs, Data & Media Activation Director for L’Oréal USA’s Active Cosmetics Division, explained, “The campaign’s cost per landing page visit exceeded our expectations and delivered an average campaign 4x more efficient than some of our other tactics. This approach also allowed us to measure search lift for brand- and product-related search terms.”