How Consumers Engage With Brands' Online Video

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JacksonStephen
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Re: The choice
JacksonStephen   8/7/2012 6:50:15 AM
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Oh that's a big margin it will increase day-by-day. See the thing is now everybody want's to upload their video on YouTube to know the feedback. It's become craze amongst all.

 

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cvargas
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Re: Purchasing Metrics
cvargas   4/30/2012 1:27:04 PM
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@magneticnorth

You are definitely correct in how many companies determine the overall success of an ad campaign.

The greater metric to follow for online ads should be one that consist of tracking the entire process of the ad to customer interaction.  From which site did they click on the ad, where did the ad take them, what actions did the site visitor take (how long were they on the page/site), did they complete a request for additional information, and lastly did that entire process equal a sale in the end.

When you know where you loose potential customers at in the process it can dramatically affect the long term success of you ad campaigns.  

magneticnorth
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Re: Purchasing Metrics
magneticnorth   4/30/2012 4:38:03 AM
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@cvargas I've found that too many marketing campaigns aren't measurable, simply because we got used to media that are inherently not measurable. The traditional marketing promotions process is to 1) send out communications about your brand (one-way); and then 2) see how much sales goes up. If we keep on following this mindset in doing campaigns, we won't be able to measure properly, since we now use multiple channels. We need to build measurability into the guts of the campaign so that the most significant customer actions can be tracked.

Of course, there's always market research. But your ROI will be lower after commissioning an agency to measure your results.

magneticnorth
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Re: The choice
magneticnorth   4/30/2012 4:19:43 AM
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My experience:

  1. From a brand communications standpoint, video can deliver the brand identity and personality to your audience. If the brand strategy is correct, this will translate into sales later on.
  2. A "trackable" call-to-action is needed if you want to associate results with the video. Unfortunately, many videos lack the call-to-action. Also, not all calls-to-action are trackable.
  3. Probably the easiest calls-to-action to handle are for the viewers to go to a URL, fill out a short signup form, or click a button. An online call-to-action is best even if the purchase ultimately happens offline, if only for its accessibility and measurability.


cvargas
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Re: Purchasing Metrics
cvargas   4/23/2012 3:33:30 PM
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I would tend to think that some people must, otherwise what would be the use of continually promoting them.  But I do see a lot of shows also pushing #hashtags for Twitter channels too.  I think they seem to be more effective than the apps that people can interact with.

Mitch Wagner
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Re: Purchasing Metrics
Mitch Wagner   4/23/2012 2:52:35 PM
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I wonder if people do take the bait and interact with the apps, and whether those apps could become a marketing platform for third parties?

cvargas
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Re: Purchasing Metrics
cvargas   4/23/2012 1:45:58 PM
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I've seen this across several different television stations.  The lure is to get people to try and become interactive with the online aspect of the show in conjunction with watching the show.  It is a nice marketing technique when people are actively engaged in the commentary.

tinym
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Re: Purchasing Metrics
tinym   4/23/2012 8:37:34 AM
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This is the kind of data I'm interested in.

On a related note, NBC encourages viewers to visit NBC Live online or from their iOS apps during select shows. I wonder how advertisers feel about this -- I assume viewers who participate do so during commercial breaks.

cvargas
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Blogger
Purchasing Metrics
cvargas   4/22/2012 10:30:12 PM
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Has any of the data compiled thus far directly tracked any metrics toward the purchase of products that viewers have actively watched/viewed the branded product campaigns?  I think this would be an interesting development in the overall results if product manufacturers would be able to gain that insight.

sohaibmasood
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Proponent
Re: The choice
sohaibmasood   4/19/2012 3:14:34 PM
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That will be a difficult one to crack as compared to subscribing to branded content. 

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