Igors Lab

Marketing has evolved over the years. From personal marketing communications, to newspapers, radio and television commercials, billboards, posters and other forms of traditional marketing, to now being very different from all those stated.

What has become of marketing now?

Marketing has become virtual.

Because people have become dependent to their smart phones, the web, and every gadget on the go, the marketing field has found a way to reach out to this newly created audience.

Marketing is now at the back of our hands. Now it’s actually very smart because we can simply skip or block or close a marketing campaign which a creative marketing team has worked for months. Now the audience or the receiver has the ability to click or un-click what he or she wants to see.

Pretty much like how relationships work, we need to adjust to change and it’s also a lot of hard work.

Can you relate? And like marketing you’d do anything and give everything you have stay in a relationship. You need to continuously stand out to not be replaced by a better one.

So, what else makes marketing co-relate with relationships?

1. They’re both an investment

In a relationship you’d spend a lot of your time with that special someone to develop this certain connection. You’d develop a sense of need to please that person in order to stay the same.

You will go on dates, you will travel, you will try a lot of different things just to stay connected and not lose the spark. You’d do everything for it to be a “match.”

Because who goes in a relationship with no intention of staying there anyway?

This is just like marketing. In creating campaigns, you would really invest a lot of time.

For example, when you first begin an ad campaign whether it’s in Facebook or Youtube, not only are you investing in your ads but there’s a time investment for the research to finding the right audience.

2. The end goal is commitment

Since you’ve invested so much, you’d finally want to build a relationship with that person. You will do everything for it to work.

There will be fights, arguments and ins and outs, but you’ll do everything to stay in that relationship. In marketing, once you get a customer hooked you will do everything to treat them so special.

You create great products and you will give your all to sell these products properly. You may face a certain disconnect through while still on the process of gaining commitment, but once you’ve passed through that with great campaigns, you’ll definitely earn yourself loyal to the core customers.

Popular funnel programs and training often advise to focus on ads for Facebook lead generation that offers free reports, videos, PDF’s then only after you’ve built some level of trust to ask for the sale.

3. You have control over how they perceive you

When you start dating, both of you in that relationship (most especially the guys though) will have their best foot forward. Why? To make sure that the person you’re dating will see all the good in you.

You’d take advantage or even set-up situations in which you can show your good side.

That’s the same way marketing works, although you have no control over who buys your product and when they’ll buy it, but you have control over how they perceive your company, your brand and what you sell.

So make sure, create the most positive and light-shedding campaigns you could think of.

4. Trust is always key

Trust is one of the firm foundations in a relationship. Without trust, just end the relationship, I highly doubt if a relationship will work without trust.

Trust is the deciding factor in treating a person. Once you lose the trust, it will never be the same. In marketing, consumer trust means loyal customers who’d recommend your product to their peers.

Trust in marketing means loyalty and the ability of your consumer for viral propagation (online word-of-mouth.)

Trust is what make people buy and believe in your products and it’s what makes them prefer your brand over others.

This year has been the year where everything has become visual and virtual.

So, that means, everything will be much more appreciated and viewed visual and virtual. This is the year where people prefer to watch more rather than read. Reading has become too tiring to do that people need something moving and I mean 60 frames per second kind of movement.

Videos have been so big that on your free time that’s what you’ll do. In fact (in case you do not know yet) YouTube influencers all have started out making videos which earned them a living.

Of course, we can’t let the digital marketing game just stay traditional, right? As marketers we are aware of the fact that marketing changes, although the same principles apply, we need to adapt to what our consumers want.

So, here’s top video marketing trends to keep (because they’re effective)

Videos that tell a story have greater engagement

You may have thought you’ve escaped the storytelling part, but no, it’s here to stay. Storytelling has been very effective in the video marketing world that sometimes people look for videos with more stories.

Stories hook the audience to tune into more of what you could offer, especially when what you upload is relatable. And because these types of videos gain more engagement, there’s greater audience reach.

Infotainment videos are classic

Infotainment is short for information and entertainment. Videos that entertain and at the same time give useful information are always watched by the audience, and what’s even better is that they watch it over and over.

If you succeed at creating content that really makes sense and that’s really helpful, you’ll get viewers to view and save and re-watch your video more than twice.

If you have a video custom made for different social media sites, the audience will do the work for you by sharing your content – the perfect example of viral propagation.

Videos will level the playing field

Because there are tons of competitor brands out there, you as a marketer must think of creating your video strategy. If you’re not taking part in this, you’re company will be outshined and be forgotten.

You don’t want that, of course. What you want to do is to level the playing field, if you’re a household brand or an up and coming brand, you can rise above the competition with an effective video strategy. Create content that will make you stand out, think of ways on how to get the viewer’s attention. Use pathos and engage with them through invoking emotions and you’ll definitely standout.

Quality over quantity

Your consumers now have a say in your content creation. When they don’t like it, when they think it’s too forced or its low quality – they will tell you. And when this gets viral, you won’t be happy. So, quality is better than quantity.

With the 4K quality option recently up on YouTube, you can watch a video with the highest quality. Your audience wouldn’t like to watch blurred and poorly made videos right?

It can be pretty impressive when you up two or more videos a day, but if the quality is compromised, you would’ve just made one and gave it your all.

Custom videos per platform

This will take a lot of time to do, but do this right and you’re reach will double in no time. If you really want your company to boom, create accounts in different social media platforms that are custom made for that platform.

Videos on Instagram is limited to 15 seconds only, unlike YouTube and Facebook.

The good thing about having multiple platforms is that this will make your business more visible in every platform, and you can also target different consumer markets this way.

Videos in email marketing

Email marketing is big enough in itself, but what if you mixed video marketing with email marketing? It’s like creating the perfect blend of coffee.

We marketers love the engagement already provided because of email marketing, what’s even more engaging and will cause less hassle to the audience is sending a video in the email. This way you can reach your audience more, without requiring them to read.

I’d recommend setting up your Youtube channel with an SEO framework for starters.

Video marketing is here to stay

Now that everything is made easy for the consumer, I’m pretty sure that video marketing is here to stay.

Greater marketing results have come because of the video marketing strategy, and it will yield greater results in the next months to come.

How about that?

If you’re a marketer and haven’t started venturing into video marketing, you’re probably conceptualizing your content by now. Right?

If you found this helpful, give it a share 🙂