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.
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.
Coding – what is it and what are the benefits?
Coding has become more popular in recent years with everyone from entrepreneurs, hobbyists, children and professionals. And with many different kits now available, it’s easier than ever to try your hand at coding.
If you’re unsure what coding is or where to begin, read on to discover more and find out the benefits of learning this new skill.
What is coding and what is it used for?
In a nutshell, coding is writing a set of instructions in a language understood by machines to enable a computer to follow to carry out a task. It’s used daily across the world in multiple applications from appliances to traffic systems and the motor industry.
With more of the world relying heavily on digital systems, there is an increased need for those who know how to code. But it’s not just for professionals. Anyone can now try their hand at coding and it’s increasingly popular amongst hobbyists who are creating exciting projects during their spare time.
A good place to start when thinking about coding as a hobby is by using a Raspberry Pi kit. Starter kits are great for beginners and allow you to develop your coding skills with everything you need in one package.
Benefits of learning to code
Whilst some benefits of learning to code such as future career options might be obvious, there are other advantages to this skill:
- You could become smarter – Coding can utilise the logical part of your brain which is useful for other tasks, not just the coding process. It can also be very creative if you use your coding skills to work on different projects.
- It increases your employability – and not just in the computer software industry. Skills learnt from coding are transferrable and the kind of qualities employers across many industries will be looking for.
- It helps you understand technology – By getting to grips with computer languages, you’ll learn how technology works at a base level – knowledge that will filter through to everyday life as well as in your career.
- Enhance problem solving skills – By learning to code you’ll learn how to address problems and, in turn, become skilled at solving them. Tools that will be transferred to other aspects of life.
- Enhances STEM learning for kids – Using coding tools as educational play will develop a child’s skills around science and technology – industries which are only going to increase in the near future.
- Coding is a universal language – so there are endless opportunities to learning this skill.
Whatever knowledge you have of coding, why not give it a go? You could be creating the next big robotics project, having fun playing games with your kids or even developing a new software programme in no time.
C-Suite Toolkit Helps Executives Navigate the Artificial Intelligence Landscape
The World Economic Forum published the “AI C-Suite Toolkit” to support executives in their Artificial Intelligence implementation decision making. The toolkit provides a holistic approach to AI, covering multiple dimensions businesses need to consider when making investments in AI. Emphasis is given on potential risks these technologies create and how to ensure the ethical and responsible use of them.
“The key skill executives need to develop is the ability to understand the art of the possible with AI while identifying the main risks it creates,” said Kay Firth-Butterfield, Head of AI and Machine Learning at the World Economic Forum. Furthermore, Theos Evgeniou, Professor at INSEAD and Co-Founder of Tremau said, “Organizations need to adopt new data and AI risk management practices, processes and tools in order to both comply with upcoming regulations and to ensure customer trust”,
The new toolkit is the result of a collaboration among several AI experts and executives across companies and industries. It also builds on the previous World Economic Forum guide that’s targeted at Boards of Directors.
“AI is like the Internet: it feels optional until it’s too late. We were delighted to contribute Best Practice AI’s practical digital strategy and transformation experience working with executives globally to this world class effort. C-suite leadership is key to deliver data-enabled business model transformation – and senior management learning critical to ensure that this is done ethically and sustainably. The toolkit provides both,” said Simon Greenman, Partner at Best Practice AI and Member of the World Economic Forum’s Global AI Council
The AI C-Suite toolkit raises and discusses key questions that company executives need to consider when making investments in AI. These questions cover aspects around AI and business strategy, the impact of AI on an organization, AI maturity and organizational change, best practices for implementing AI, understanding and managing AI risks, and adoption of ethical and responsible AI practices and processes.
“With our strong expertise in manufacturing consultancy and +100 SIRI maturity assessments, we see that the foundational knowledge of AI in operationalizing the strategy is visible as a common need. Global research on the subject confirm that using AI has benefits like providing cost reduction, inventory minimization, quality increase, profit optimization, etc., and potential risks like strengthening inequalities. Creating a platform for understanding the benefits and mitigating the risks is required, especially at the executive level. With the modularity and extensive understanding of AI, this toolkit will be a reference guide for all leaders,” said Efe Erdem, MEXT Group Director & Head of C4IR Turkey. “We are excited for this toolkit to come to life and serve as a critical guideline for the industry.”
Organizations at various levels of AI maturity can benefit from the steps laid out in the AI C-Suite Toolkit to leverage AI while mitigating possible risks. “As an advisor to C-suite executives of organizations aspiring to become AI and Data-driven, we have observed firsthand how fundamental it is for leaders to understand how to make informed decisions such that their organizations can truly reap the benefits of AI in the coming years. We believe this guide will be instrumental in helping executives identify the right opportunities to solve problems using AI and overcome the challenges and barriers they will face on their journey,” said Nihar Dalmia, Canada Government and Public Services Leader, Omnia AI, Deloitte.
The toolkit states, “a culture of large volume experimentation, data-driven decision making, and ethical AI distinguishes market leaders.” The authors and contributors urge organizations to pilot this toolkit and share their learnings of using it.
“The AI C-Suite Toolkit on Empowering AI leadership is a timely report for C-suite executives as more organizations embrace AI across their enterprise,” said Anand Rao, Global Leader, Artificial Intelligence, PwC, USA. “PwC is delighted to collaborate with the World Economic Forum on this toolkit to provide a practical and operational framework to implement AI in a responsible manner. The holistic and enterprise-wide end-to-end governance will enable C-suite executives to take advantage of the benefits of AI while also addressing the societal and ethical risks.”
The Moscow Metro extends the Early Bird campaign
According to the Moscow Department of Transport, the Early Bird discount program has been extended until March 31. Thanks to this project, passengers can save up to 50% on fare payment for morning trips on Lines 7 and 15 of the Moscow Metro.
The Department noted that the Early Bird campaign helped to redistribute passenger flows and reduce passenger traffic of the Line 7 of the Moscow Metro, the busiest line of the network, during the peak hours. Cars on the Line 7 are now 7% freer in the morning peak hours. In addition, the crowdedness at Kitay-Gorod station has been decreased up to 18%, and Vykhino and Polezhaevskaya – up to 17%.
According to Maksim Liksutov, the Deputy Mayor of Moscow for Transport, the project has proved its effectiveness, having impacted the most popular section of the metro during peak hours. In this regard, it was decided to extend the Early Bird campaign.
«Thanks to the campaign, as well as to the adjustment of fares on Kazansky railway direction for those who travel to the railway station, cars became 7% freer in the mornings on Line 7 – we managed to relieve the load on the most popular section of the metro during rush hours. In this regard, the Mayor of Moscow decided to extend the Early Bird discount program until March 31», – said Maksim Liksutov, the Deputy Mayor of Moscow for Transport.
The project was launched in November 2020. Discounts are valid on weekdays until 07:15 and from 08:45 to 09:15 on the Moscow Metro Lines 7 and 15. About 100 thousand passengers use discounts every day. More than 5.7 thousand Moscow residents changed their daily travel time to off-peak. By the end of 2021, passengers have made more than 25 million discounted trips.
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