1. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CHAPTER 5 ONLINE BRANDING AND VIDEO MARKETING

2. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 How Do You Define ‘New Media’? Why is New Media an Important Development for Marketers?

3. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MARKETER CHALLENGES IN AGE OF NEW MEDIA Management pressure for return on investment (ROI), (ROPI) for all expenditures. Increasing knowledge about the integrated marketing communications with Internet as one component. Understanding the power of the Internet as a branding medium. Understanding the power of other tools, including video, online advertising, email, and search as part of integrated marketing campaigns. Increasing interest in social media marketing. 3

4. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ON DEMAND & PUSH MEDIA Apps DVDs DVR Pay-Per-View and Video On Demand Video Streaming Online Video Games 4

5. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. HOW HAVE CONSUMERS CHANGED? 5

6. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EXTEND TO DEVICES, SOCIAL NETS 6

7. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 BRANDING ON THE INTERNET

8. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MARKETER OPTIONS DEPEND ON BRAND OBJECTIVES 8

9. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MEDIA CHOICE BY BRAND OBJECTIVE TV Best for Generating Awareness Print Best for Creating Familiarity Good for Promoting Consideration Online Best for Promoting Consideration, Driving Purchase Intent All Have a Role in Promoting Loyalty TV Least Effective 9

10. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. FORD F-150 LAUNCH, 2004 COMPLEX MEDIA PLAN TV, Magazines Online Ads, Search, Website, Spanish- Language Media, Offline Events “Roadblocks” on Portals, Supporting Email In-Market Ads on Auto Sites  Click-Through Led to Personal Walk-Around Roadblock/Email Reached 40% of Target Males in 1 Day 10

11. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. COMPLEX MEDIA, COMPLEX RESULTS 6% of Sales Directly Attributed to Online Ad Exposure. Additional Sales from Click-Throughs. TV Generates Greatest Reach, Purchase Intent. TV Less Cost Efficient than Online, Magazines Roadblocks Most Cost Efficient Users Searching or Visiting Website More Likely to Buy. Magazines and In-Market Sites Similar in Effectiveness. 11

12. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. FORD’S BOTTOM LINE Online Ads Cost Effective in 2004 No Medium Alone Could Produce Results of Integrated Media Sales Could Have Been 5% Higher No Greater Expenditure! 12

13. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ALL STUDIED WOULD BENEFIT FROM MORE ONLINE $$ 13 % Current $ Online % Recommended $ Online Colgate711 Kleenex310 Dove Nutrium Bar215 McDonalds113

14. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MSLO > DIGITAL MAGAZINE FOR IPAD 14

15. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MARKETER OPTIONS ALSO DEPEND ON CONSUMER STAGE 15

16. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. EFFECTIVENESS OF MARKETER OPTIONS Initial Consideration Set > Company – Driven Marketing The Traditional Marketing Tool Box Active Evaluation > Past Experience The Consumer’s Own Experiences Closure (Purchase) > Experience of Peers Online or Offline, Personal Advice Important 16

17. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BRANDING CONCEPTS Brand Equity Set of Associations That Allow It to Earn More & Have Sustainable Advantage Brand Awareness Remember Seeing/Hearing About Brand Recognition (Aided), Recall (UnAided) Brand Image Favorability, Strength, Uniqueness 17

18. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. STATES OF BRAND DEVELOPMENT 18

19. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. STRONG BRAND DEVELOPMENT Interactivity Attention and Engagement Targeted Marketing Information-Driven Marketing Programs Integrated with Offline Brand-Building 19

20. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BRAND BUILDING ACTIVITIES Excellent Product, Customer Experience Target Audience - Media Use, Stage in Process Branding Objectives Essential – Clear Metrics Consistent Message Compelling Creative Balance Online and Offline Relevant Content, Distributed to Audience Engage with Audience, Monitor Online Buzz Grow and Evolve Brand Development Efforts 20

21. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BRAND COMMUNITY A “specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.” Spring Up, Unaided Among Brand Aficionados Computer-Mediated Communications Facilitate Marketer-Initiated Brand Communities Time, Expense, and a Great Deal of Marketer Effort 21

22. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 22 VIDEO MARKETING

23. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIDEO FOR ENTERTAINMENT— AND MARKETING! The YouTube Search Bar Second Most Used Google, of course, Is First 23

24. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. CONSUMERS WATCHING VIDEO AT MULTIPLE TIMES ON MULTIPLE SCREENS 24

25. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. IMPACT OF VIDEO ON PURCHASING Viewing of retail videos increased by more than 9 times at the start of the 2011 holiday season Visitors who viewed product videos were 85% more likely to buy than visitors who did not Visitors who viewed videos on the product pages of home retailer Stacks and Stacks were 144% more likely to add products to their shopping cart Visitors who view videos remain on the site for 2 minutes longer than other visitors and are 64% more likely to purchase Retail sites that include video increase conversions by 30% and boost their average sale by 13 Visitors who viewed videos at OnlineShoes.com converted at a rate of 400% greater than those who did not, and the site has experienced a year-over-year increase in video views of 359%. 25

26. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. A GLOBAL PHENOMENON 26

27. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIDEO ADVERTISING GROWING 27

28. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. MANY TYPES OF VIDEOS Slideshows Product demonstrations How-to and tutorials Case studies and testimonials Social videos (promote viewer sharing) Vignettes or series Scribing /RSA (animated storytelling) Branching videos (links embedded in videos) 28

29. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29 How Do Marketers Choose? Same as All Other Marketing Programs Thoughtful, Strategic Objectives!

30. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 30 Is Professional Production Quality Essential ? Relevence, Timeliness Trumps Professional Production At Least for Most Applications

31. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. ELEMENTS OF VIDEO MARKETING STRATEGY 31

32. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WHAT MAKES A VIDEO EFFECTIVE? Compelling STORIES Content Relevant to Audience Creative Process – No Firm Rules! 32

33. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WHAT ARE YOUR FAVORITES? 33 Business/ Marketing Entertainment/ Information Viral IS THAT THE SAME AS “THE BEST?”

34. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. IS EFFECTIVE AS MARKETING TOOL B2B AS WELL AS B2C 34

35. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 35 Awareness Stage - Viral Videos Consideration Stage - Webinars, Demos Close (Purchase) - Interactive Videos, Customer Testimonials

36. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. GOOD CONTENT Decide What Type of Content Informative, Entertaining, Trust Building, and more Clear Marketing Objectives Understand Target Audience Develop Relevant Content Integrate, Disseminate it Across Channels 36

37. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. GOOD STORYTELLING Tell a Simple, Engaging Story It’s Not a Selling Message Show, Don’t Tell Content Must Carry Out Objectives Only Perspective That Matters – Customer’s! 37

38. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. OPTIMIZE FOR SEARCH VISIBILITY Use Relevant Keywords-Title, Posting Text Wherever Possible Tag (Relevant Keywords), Description, Anything Else Site Allows Good Title Optimize Video and Page URLs Encourage User Ratings Consider Submission Services Keep it Brief! 38

39. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. OPTIMIZE FOR SHARING Use Feeds to Other Accounts Facebook to Twitter, for example Encourage Friends, Fans to Share Share Icons/Bars Ask Them to Share, Like, +1 39

40. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. WAYS TO PROMOTE YOUR VIDEO Post on All Your Channels YouTube, Facebook, Tweet a Link, Email, and all other channels Reach Out to Business Partners Be Active In Social Space If You Retweet Relevant Videos, Better Change of Getting Retweets 40

41. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. YOUTUBE INSIGHTS (GOOGLE ANALYTICS) 41 Only For Video (Channel) Owner

42. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. PLATFORMS PROVIDE VIDEO-SPECIFIC METRICS Placements-Number of Times the Video Posted with Unique URL Original (‘Seeded’) Videos Uploaded by Owner Posted by Others Mashups, Parodies, and more  Can Hope it Goes Viral Comments and Ratings Engagement Measures Completion Rates, Fast Forwards, Abandonment 42

43. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. HOW TO MEASURE VIDEO SUCCESS? 43

44. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIDEO ACCESSIBLE TO SMALL BUSINESSES AS WELL AS LARGE Video Advertising Uses Basic Online Ad Techniques Robust Targeting Options Promoted Videos on YouTube Video Channel YouTube, Vimeo, others 44

45. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIDEO AS A TOOL FOR SMALL BUSINESS 45

46. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. COST EFFECTIVE VIDEO MARKETING Show Product in Use Give Instructions, Advice Encourage Customers To Make Videos Post On Website, Channel, Blog, and more Study and Learn from Analytics 46

47. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. VIDEO MARKETING BEST PRACTICES Social Marketing Goals Videos Part of Marketing Effort Have Marketing Plan, That Includes Video Be Social Include Sharing Options Encourage Interaction Measure Results Video as a Relationship Building Tool Monitor What Viewers Say Study, Learn From Each Campaign 47

48. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SUMMARY Consumer Media Habits Shifting to Ondemand Online Advertising, Promotion Takes Advantage Good Online Branding Needs Good Formats Good Online Branding Conforms to Customer Stages Brand Equity, Brand Image both Important Trust Essential Branding Ongoing Process Brand Communities Can Be Helpful 48

49. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. SUMMARY - CONTINUED Video Marketing Has Great Reach Consumers Time Shifting, Using ‘Second Screen,’ including Mobile Video Impacts Purchase Behavior Many Options for Marketing Videos Professional Production May Not Be Necessary Publish, Optimize, Promote, Analyze Storytelling an Important Technique Video Works for Businesses, Small & Large 49

50. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 50

51. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 51

52. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 52

53. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 53

54. ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 54 Try a search for just about anything on YouTube. Chances are that you will see two promoted videos in a box above your search results and more on the right hand bar. (If there aren’t any or many, you will see some featured videos and probably a YouTube ad promoting the advertising program.). Play one of the featured videos and see if it includes an overlay ad. Try your search several times, on subjects you think might be quite popular or subjects you don’t think many people search for. See how your results differ and pay attention to the number of times the various videos have been viewed. Also think about how many people are searching for videos on all kinds of subject matter and the opportunities that offers to marketers.