Quick. What’s the second largest search engine?
Nope. It’s YouTube. And therein lies the power behind leveraging YouTube as an important tool in your marketing suite.
Hear from Laura:
YouTube has become the best way to achieve quick, easy, compelling, targeted brand awareness. Try it. Enter “landscape design.” On the top level, you’ll find the following:
- Landscape design software
- Landscape design ideas
- Landscape design ideas – front yard
- Landscape design tutorial
- Landscape design photoshop
- Landscape design drawing
- Landscape design app
- Landscape design principles
- Landscape design sketchup
Click on any of these and you will see a dozen or two additional options on level two. Now, if you’re a landscape designer or landscape architect, the perfect place for your video ad is right there – your audience is served up on a silver platter, ready to hear your special message.
Did you know that ads have 93% viewability and 95% audibility? YouTube drives awareness of your brand, consideration for your product and traffic to your website. It is the beginning of the customer’s journey and a great way to introduce your brand to those who don’t know they want your product yet. What I really liked about Youtube was that it offers precise ad targeting through:
- Customer behavior and interests
- Content targeting (content that your audience is watching)
- Life milestones
- Can track purchase behavior changes such as marriage, graduation, moving and more.
I’m excited to try these out for our clients who use YouTube!
It’s interesting to me that Youtube is the second largest search engine in the world. I would have assumed Yahoo or Bing to take second place. I also learned that Google owns YouTube and is doing whatever it can to make advertising on the platform easier.
When using YouTube you can leverage your business and make the most of your marketing. The percent of people who watch TV has reduced and the streaming of videos has grown. With all the access to online videos the reach has grown, however the attention from your audience is scarce. Using Google AdWords and YouTube together can help you target your specific audience. Companies will have the ability to customize their ads based on who’s watching, the interests of your viewers and the content they are searching for. With YouTube, you can make sure your content is optimized for organic engagement, rather than forced.
It was interesting to see how YouTube is the second most used search engine behind Google. Over 1 billion hours are watched each day, with 1 hour spent on mobile a day, that’s a lot of hours! This Google Partners Event was very helpful for our team and we’re excited to watch more webinars. Stay tuned!
After a great first day, we hit the ground running on so much great information. Here are the recaps from our morning sessions:
Snapchat for Business
By Carlos Gil, Head of Global Social Media, BMC Software
With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.
Snapchat has become a big business, it’s a legitimate marketing channel. If you’re still thinking it might not be, just ask Gatorade. Gatorade spent $500,000 on a one day ad during the Super Bowl for animated lenses. They saw more engagements and impressions than the amount of people who watched the Super Bowl.
Demographics Rule – When it comes to choosing which social media channels are right for you, you should be where your customers are. And if your customers are between 18-35, Snapchat could be great for you. On that same topic, if your audiences are old, it might not be for you. Snapchat reaches 41% of millennials!
Why Snapchat matters?
- 200 million users and 10 billion video views daily
- Most active social network behind Facebook
- Brand adoption exceeding Twitter and LinkedIn
Understanding the Basics
- Mobile app for micro-content storytelling
- Photo and video is 1 to 10 seconds long
- Content posted disappears within 24 hours
Snapchat is Twitter meets Youtube
Creating Content as a brand, it must be:
Geofilters & Business: You don’t have to be on Snapchat with Geofilters as a business. This is a great tool for event marketing.
Converting and measurement
- Great for flash sales
- Make sure you implement Bitly URLs for proper tracking
The future of Snapchat:
- It’s definitely growing
- It’s working on better ad platforms
- Looking to go public in the next year
- Looking to sell more than a billion dollars in ad revenue
Using Intent Signals to Understand, Develop and Measure Audiences
By Mike Clarke, Head of Brand Measurement, Google
In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.
Google emphasizes the meaning of moments, and how can you be there during these moments. Here is the breakout of these moments:
- I-Want-To-Know Moments = Two thirds of question-related searched “what, when, where, how, why, who” are happening on mobile.
- I-Want-To-Go Moments – 90% of searches for “what time does ____ open/close” are happening on mobile.
- I-Want-To-Do – Two thirds of “how-to” searches on YouTube are on mobile devices.
- I-Want-To-Buy – Mobile phones saw 115% year over year in shopping ads.
- I-Want-To-Watch-What-I’m-Into – The number of hours people spent watching videos on mobiles is up 100% year over year.
Intentions help unlock insights
- What types of insights can Google help you with?
- Zeitgeist – Culture
- Google Predict – Google searches are getting intimate and a lot of it is happening on a mobile device.
- Google Trends & Google Correlate – Search terms over time and in relation to one another.
- Google Consumer Surveys
Make sure you are testing out the free tools that Google offers to help increase performance and tracking.
Death to Boring B2B Marketing: How Design Thinking Drives Success
By Cliff Seal, Lead UX Engineer, Salesforce
- The issue
- The solution
- The plan of action
B2B Marketing is hard. Why?
- You’re selling to opaque audiences
- You get complacent or end up doing what works, or what everyone is saying what works.
“What is the biggest problem marketers face?”
“How to keep up with trends to drive higher quality leads.”
Keeping up with Twitter is not following the trends. Maybe you’re bored. Trends aren’t challenging. Vendor balancing isn’t interesting. Ridgid tools aren’t supportive.
#B2BProblems – Just own it
- Grow into its own creative potential
- Put data in its place
- Compete in relevancy not volume
Teach the business owner something new about their needs and challenges.
Design thinking lets the best ideas float to the top. Your ideas don’t necessarily mean your own, but helping facilitate good ideas. Think past the obvious and start asking the right questions is the first step.
Here’s how to start:
- Redefining goals – What is it that I am trying to enable my customer?
- Knowing and embracing your constraints – Frame your creativity by defining what the boundaries are.
- Identify the contexts that can accept failure.
- Start talking to actual people to get insights.
Click the link below to see Cliff’s presentation:
Death to Boring B2B Marketing: How Applying Design Thinking Drives Success
As the morning comes to a close we are extremely excited for the last half of the day, and definitely ready for some lunch!
The first time I saw the movie Bloodsport, I thought to myself WTF??. It was the most awful thing I’d ever seen. Jean-Claude Van Damme was the worst actor I’d ever seen. Yet amongst all the terribly dubbed voices and too-brutal-to-watch fight scenes, there was a certain redeeming quality which made me watch the entire film – a sort of car crash happening right in front of you that you can’t turn away from. Volvo’s new commercial not only stars Van Damme, but holds the same “can’t turn away” theme as his previous work. Except this time it’s because there really is the danger of a car crash, or worse, happening in front of your eyes – at least that’s what Volvo wants you to believe.