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How Video Marketing Is Changing B2B & B2C Marketing

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There used to be a time when the internet was all about static images and slow websites. Fast forward to 2020, and you get to see an altogether different internet experience with video dominating the online landscape. Today, video has become the foremost medium for brands to spread the message across, and video marketing has become the de facto choice among online marketers.

This development is making video the preferred content-type for online marketing and is getting used by both B2B and B2C marketers.

Benefits Offered By Video Marketing

Video may have been around for a while, but there are businesses that are still plagued by doubts about getting video marketing implemented. Here we look at the benefits video offers to both B2B and B2C marketers:

  • Increases Brand Awareness: The best way to grow your customer base is by reaching more people who recognize who you are and what you do – without getting lost in the crowded marketplace. Video precisely helps the brand to convey their core values and increase your exposure to potential customers through informative and entertaining videos that allow for improved brand recall.
  • Immersive Experience: Video marketing combines images, brand messaging, music, and script to tell a story. This creates an all-round experience that lowers the barrier between the brand and its audience. A video lasts a few seconds and gives the audience a multi-dimensional idea about the brand and its attributes which is lacking in 2-D advertising. Videos allow a brand to tell a story and deepen the connection with existing and potential customers.
  • Return on Investment: A great majority of online marketers agree to the fact that video performs better than any other content in converting the audience. This supported by research that suggests that 80% of video viewers recall brand-specific video advertisements and 46% among them took action based upon the brand message in the video.
  • Cost-Effective Solution: When it comes to online marketing strategies, a paid search can be effective but comes with a high price tag. On the other hand, video advertising on YouTube is known to cost less than a dollar per view. On other platforms like Facebook and Instagram, video advertising will cost you pennies. This makes it a cost-effective solution that does not require a substantial marketing budget.

B2C Video Marketing

Video marketing is no doubt changing the face of B2C marketing; let’s take a look at how:

  • Customer Review Videos: Consumers today no longer believe in advertising; rather, they go by reviews and testimonials by satisfied customers. Earlier written reviews used to get the job done, but not any longer. The audience today is more geared towards watching video testimonials on YouTube made with YouTube intro maker, which offers the necessary social proof for a skeptical audience.
  • Product Based Videos: Product videos that showcase the product do not really serve the purpose anymore. Today videos have to be created with an angle that shows how the product can get integrated into a lifestyle. Brands have to show how a brand can improve the life of the customer, and videos are the best medium to convey that message.
  • Sales and Discount Videos: A brand that is planning for a big sale would be best served by creating video content that gets the message quickly across to the targeted audience. Such videos are known to have to best impact if they are longer than 2 minutes, which is considered the optimum length.
  • Influencer Marketing: This is all about partnering with a known influencer to create videos that would have an eager and available audience for easy consumption. This one of those strategies that is known to outperform others. This is gaining traction due to a simple reason that it works both ways, it improves the influencer’s standing among his audience, and the brand gets to create content that is attention-worthy.
  • Unboxing Videos: Introducing a product into the market is best done through unboxing videos. This involves an element of influencer marketing wherein a vlogger or YouTuber is given the privilege and exclusive access to a new product. It is quite a popular practice on YouTube with close to 90,000 people doing unboxing every month. There is a keen set of audiences that look forward to these exclusive reviews.

B2B Video Marketing

It is a notable fact that B2B companies were late to the video marketing bandwagon compared to B2C companies who were rather quick to exploit the available opportunity. Let’s see how video marketing is changing B2B marketing:

  • Sales Funnel Based Videos: This can be especially helpful in driving long-term sales cycles when they are implemented with careful consideration of the big picture. For instance, there can be videos made for each stage of the funnel – top (awareness), middle (conversions), and bottom (customer retention). These videos must be made with a suitable outro maker allowing the audience to continue watching videos associated with the brand.
  • Live Videos & Webinars: This is a great way for a B2B company to connect with its core audience. It is one of the most effective ways to get the message about a product or service in a video format. Next, there are webinars, which are by far the easiest to produce, by using tools like Zoom, you can record a presentation and convert it into a webinar replay. These videos can be then added to YouTube or your website.
  • A Blog to Video: This is mainly done by companies which have a long-running blog that serves for ready-made content for business videos. They would recycle their old posts and come with an interesting set of videos that can readily gain an audience. The brand would then upload these videos on YouTube and other social platforms like LinkedIn to reach a targeted audience who would possibly gravitate to the brand after watching these videos.   

Conclusion

There is no doubt about the fact that video marketing is changing the way marketing is getting done. If a brand is not doing video marketing, it is missing out on a lot of emerging opportunities. It is estimated that by 2021, video is going to make 80% of all internet traffic. Hence it becomes imperative for all brands to have a coherent video marketing strategy in place as the future belongs to video.

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900 suspects detained with the help of Moscow Metro’s face recognition system

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Photo: Vladimir Gerdo / TASS

Since the beginning of September, about 900 suspects have been detained in Moscow with the help of face recognition, said the Head of Moscow Metro’s Security Service Andrei Kichigin in an interview with Lenta.ru. The arrested people were suspected of committing serious crimes, including those related to drug trafficking, theft, causing grievous bodily harm and other violations.

Mr. Kichigin underlined that the face recognition system does not include any personal data. “The face recognition system does not know neither names nor other personal data. Only wanted people are checked, if they are in the law enforcement services’ database. If a person is not in the base, there is nothing to compare to”– says Andrei Kichigin.

According to Moscow Metro, cameras also help to find lost child renor elderly people. Since September 2020, the facial recognition system has helped find 25 children and minors. Another way to use the technology is to evaluate the work of metro employees and remotely monitor the quality of the cleaning service: for example, the quality of cleaning in cars and at stations. The cameras will also help improve the work of the service for assessing the load of cars.

In general, all our actions are aimed at improving the passenger experience of using transport. This is the main goal of all the changes: the installation of CCTV cameras, face recognition and new digital services. We need to make sure we use efficient tools to ensure a safe and comfortable metro environment, – says Andrei Kichigin.

Finally, Mr. Kichigin noted that face recognition will enable the launch of the FacePay service, which will allow paying for travel by “face” at turnstiles and at cash desks. The system is being tested and will be available to passengers throughout the metro by the end of 2021. Andrey Kichigin notes that a similar identity verification system for purchases using Face ID has long been used by smartphone owners.

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Antivirus and Firewall “Security” Measures are OBSOLETE in 2021 – and it’s getting worse

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“Just Because You’re Paranoid Doesn’t Mean Someone Isn’t Trying to Hack You.”

Last year was “perhaps the most active year in memory” with regard to cyberattacks, according to Sunnyvale, California-based cybersecurity technology company CrowdStrike, a respected firm providing cyberattack response services, threat intelligence, and an annual Global Threat Report (paywall) on the state of web security. The world went through hell with Covid in 2020, but for web miscreants, the year was awesome as they preyed on our misery, pretending to offer information, and impersonating important global pandemic responders such as the U.S. Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO). Malicious actors had a phishing field day in 2020 – which, naturally, works best when there an emotional connection. How many times have we heard of someone losing money to fraud after getting an email from a “friend in distress”?

Of course, it’s a good bet that CloudStrike’s 2022 report will list ’21 as the “most active year” since…well, the year before. Moore’s Law and all the fun math of exponentiality doesn’t only apply to things we enjoy such as Apple’s M1 processor, but also to the malware, cyberattacks, and security breaches that come with technological advances. Nearly every, if not every, electronic device that has an internet connection can be hacked; and can often be hacked when it’s either on or offline.

Many are switching to safe browsers such as Firefox Focus or Qustodio Free. Experts, however, are recommending adding even more layers of protection to your digital life by installing a safe browsing app that works with all the big browsers. Safe browsing apps – many of which are free to download – double-check that the site you’re visiting is legit, vet and scan apps and files in real-time, protect your Wi-Fi network, offer anti-phishing protection, and allow you to build a “blacklist” of sites you want blocked – keeping your kids safe from “adult content.” Using a safe browser app is proactive – stopping things before they happen, not catching them after the fact.

So-called “malicious actors” (simply put: bad guys) have and are stepping up their game. CloudStrike’s report noted that in 2020, there was a significant increase in extortion and blackmail techniques all nicely bundled into ransomware operations. The security firm warns that 2021 will likely see more of what it terms, “big game hunting” – e-criminals going after larger firms as the potential return is larger. Also of interest was a note on malicious actors forming alliances; working in tandem to level up and coordinate their attacks.

However, even if you don’t happen to be the CEO of a large corporation with data that would be worth ransoming, cybersecurity gurus are warning anyone with a computer to start realizing that “the good old days” of flying under the radar with half-baked security measures are gone for good – you might not even be the target but could end up being used by identity thieves to cause serious harm to a friend or acquaintance. You don’t need to be “someone” or even have valuable data to be targeted, and to think otherwise is to fundamentally misunderstand how wild the web of the 2020s has become. Think back to the last time a friend of yours told a tale of their account being hacked. Weren’t you somewhat surprised as they aren’t famous or rich? – When was the last time you gave serious thought to the safety of your personal data? If your company hired a “white hat” to stress test your firm’s web security, how well do you think it would hold up? The question ‘Is this website safe?’ is getting harder to answer.

Too many downplay the risks of a data breach. “Why would anyone want my ‘boring’ info?” people ask. Well, there are serious reasons such as identity theft, fraud, or phishing attempts, but there’s also a lot of money to made in collecting information. Harvesting data is big business. They’ll take info on everything from the language you use, your screen resolution, operating system, time zone, active plugins, browser type…you name it. By breaking down you – and the millions of others like you – into data points that can be categorized, you are now a target for precision missile advertising strikes. Being tracked keystroke by keystroke as you shop, bank, email, and enjoy online entertainment isn’t just creepy; it’s potentially dangerous. Predators prey on the weak. Why allow yourself to be a target?

There are some scary stats out there: 300,000 new pieces of malware are reportedly created every day. Cybercrime is more profitable than the illegal drug trade! Over 60 percent of businesses that get hacked say they aren’t sure they’ll ever fully recover. Anti-virus software or firewalls are as effective as a sieve, etc. It’s human nature to overestimate one’s web knowledge. Sure, you don’t click on links that look fishy and, heck, you might have even ponied up for a VPN (Virtual Private Network). A VPN, however, only conceals your location, data-in-transit, and IP address. VPNs are not the fortresses we think they are, however. Via browser fingerprinting (look that term up if you’ve never heard of it) a leak that shows your online identity is still a possibility. You need multiple layers of protection, and you need them now. To paraphrase a famous quote, “You Might Be Paranoid, but that Doesn’t Mean Someone Isn’t Trying to Hack You.”

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Moscow innovation ecosystem became prize-winner of Quality Innovation Award 2020

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The Moscow Innovation Ecosystem program dedicated to testing innovative solutions became a prize-winner of the international Quality Innovation Award Forum in the Public Sector Innovations category.

The program lets designers test their technologies at the city and business sites. Over 50 draft solutions were tested in the course of the program existence.

The program makes it possible for designers to test their technologies at the city and business sites before being released to the market, and for the authorities and potential contractors — to analyze the effectiveness of those technologies.

‘The project makes it possible to study Russian and international practices in the field of smart cities and state management, analyze impact of different technologies on the quality of life in the city. Piloting of projects helps evaluate the practical use of new solutions for citizens,’ remarked Eduard Lysenko, Minister of the Moscow Government, Head of the Moscow Department of Information Technologies.

Among those tested projects are a self-driving taxi, a hand exoskeleton, a spatial reasoning system for persons with sight disability, VR-technologies in education, an application for museum visitors that allows uploading information about exhibits to a smartphone.

‘The jury of the competition underlined the unique conditions that Moscow created for the authors of high-tech solutions. The prize-winner program gives designers a chance to test the viability of their solutions and get comprehensive feedback from the target audience. Last year, we got over 600 requests from entrepreneurs for testing various products,’ Natalya Sergunina, Deputy Mayor of Moscow said.

The framework of the program lets the dedicated specialists choose the most promising and urgent projects. Once the project is chosen, a testing site shall be determined.

‘Thanks to the Moscow innovation ecosystem, the capital of Russia is one of the most active cities in terms of innovations that undergo testing. Today, over 100 state and business sites participate in the program. Banks, retail chains, communication services providers, production enterprises, medical institutions, high schools, IT corporations and other companies are among them,’ added Alexey Fursin, Head of the Moscow Department of Entrepreneurship and Innovative Development.

While testing, the designers get the expert support, access to the infrastructure in order to test the solution practically with many potential users and recommendations for adapting the product for certain clients.

The Quality Innovation Award has been held since 2007 by Finnish Association for Quality in cooperation with partner companies from Russia, China, Czechia, Estonia, Hungary, Israel, Latvia, Lithuania, Serbia, Spain, Sweden and other countries. Over 400 innovations were submitted for awarding in 2020, 25 of them were prized.

The Moscow Agency of Innovations is the operator of the pilot innovation testing program. It unites representatives of the authorities and business society with technological companies so that they could jointly create, testing implement innovative solutions.

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