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Digital E-strategy (usEr)

It is essential to be aware of trends in terms of content. What the most recently viewed videos are about, who they are, what kind of content they have, and what formats they are using.

By Juan Pablo Morales Sarmiento*

It is important to think about digital marketing when talking about online video, but it is also important to think about online video when talking about digital marketing. In conclusion, they are two things intimately linked and that one without the other, possibly has no effect.

In a world that is reading less and using more videos, the trend will continue to rise. The report "Mondo Creative & Digital Trends", recently stated that 76% of marketing experts will have as a priority, during the next two years, video marketing strategies focused on Instagram stories, newsfeed videos, gifs, cinemagraphs, live streaming and IGTV. By 2020, more than 80% of the content consumed on the internet will be video.

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Whatever industry or business you have, a digital strategy based on video is surely the best way to reach the community you want to impact. Social networks, YouTube, of course, Facebook, Twitter and even LinkedIn, are prioritizing video content, so its use is highly recommended through these platforms. Video undeniably helps to differentiate itself in the digital realm, and if it is not used, obtaining and gaining relevance in the market and consumers in the medium term will be increasingly difficult.

A well-made video, exceptionally told and engaging with its users, will not be enough if it is not properly taught, marketed and distributed.

The digital strategy is based on the planning of the means of distribution and the techniques and mechanisms to maximize the impact within the desired niches. For 90% of internet users, content viewed on the web, mainly video, has considerable relevance in their purchasing decisions. In this way, any strategy aimed at promoting the consumption of audiovisual content will have effects on the results and benefits obtained, whether commercial, marketing, human resources or communication.

Recently we had the opportunity to plan and execute the digital strategy based 100% on video, of one of the most important technology and communications conventions in Latin America. For this event we decided to produce a news and entertainment format called LiveTalkShow®, developed for several years by our creative and production team, and which has continuously proven to be very effective; only this time we consider it convenient to make Restream to practically all the social networks of all the companies involved. The format, which is based on bringing a large number of interviewees to the set, even added a live stream for the networks of each of those who passed through the set to be interviewed, managing to add and accumulate audiences as the hours passed.

However, strategically selecting networks and media is the first step, since some channels are more effective than others, depending on the theme, intention and format.

The first rules: look for where the leads are, get to know the user, give them what they are looking for and seek to connect with them. Finally, one way or another, it's all about translating content into conversions, sales, profits, and visibility; knowing, managing and using the most important thing that the digital age offers us: metrics. You have to learn to listen and react with numbers. They speak for themselves and the strategy is to make decisions based on this data.

To improve the results there are some tools that are worth taking into account. The first of these is indexing, which translates as the ability of content to be increasingly visible on the radar of the digital marketing ecosystem, in programmatic advertising, search engines and networks.

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Indexing is the result of interrelating elements such as keywords, metadata, links and the use of playlists, so that the relevance of the contents on the network is increasingly stronger.

On the other hand, look for the most used keywords in your segment, in your industry or by your competition. Make use of them in the metadata of the video contents, the titles, tags and in the descriptions of both the channels and the videos themselves; and choose the names of both your files and your videos according to this same logic. On the other hand, transcribing the audios, creating subtitles and offering translations, helps enormously to increase the rates of visualization and coverage rates.

Just as important are some tactics such as embedding the videos in blogs and high-traffic sites, sharing the videos through email lists, social networks and mobile messaging systems.

You have to talk head-on with users, interact with them and ask for WhatsApp numbers. It is unforgivable not to do it, but more unforgivable is to do it and do nothing with it. Each interaction that is achieved with a video, each heart and each like, are elements that help to enhance the message and improve the results. This is how communities are created and strengthened.

It is essential to be aware of trends, not only in terms of digital marketing mechanisms, but in terms of content. What the most recently viewed videos are about, who they are, what kind of content they have, and what formats they are using. Simply put, what they are doing to touch users' emotions.

On the other hand it is also important to find the most suitable distribution platforms. It is likely that for a university or even for some trainers, YouTube or Facebook are not the most suitable platforms for training-oriented content. Surely, the digital distribution of these contents would be much more convenient through platforms such as Coursera, Udemy, SkillShare or edX. In the same way a gamer will surely be on Twitch and an executive on LinkedIn.

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If you produce valuable content, another distribution mechanism is to find companies that can be sponsors of your initiative. While this has nothing to do with SEO and SEM, it is another type of marketing that directly impacts your profits.

In conclusion, it is time to take advantage of the growth of video as a product and networks as a medium. Kantar's most recent marketing study, published on September 12,  called "Getting Media Right: Marketing in Motion," indicates that 84% of marketing decision makers plan to increase their investments in online video over the next year, while 70% plan to do so on social media and 63% want to do so on podcasts. here are other opportunities.

Video Marketing Ranked as Number One Marketing Priority According to Mondo Survey.

*Juan Pablo Morales Sarmiento is CEO and Co-founder of Nuevos Medios Entertainment. You can contact him through his Twitter account @JuanPMoralesS

Richard Santa, RAVT
Author: Richard Santa, RAVT
Periodista de la Universidad de Antioquia (2010), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de TecnoTelevisión&Radio.

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