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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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The drive towards Industry 4.0 in Thailand

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The United Nations Industrial Development Organization (UNIDO) presented its Industrial Development Report (IDR) 2020: Industrializing in the digital age at the event “Thailand: Driving towards Industry 4.0”, organized in cooperation with the Digital Economy Promotion Agency (DEPA). During the event DEPA released the results of a new survey on the adoption and diffusion of Industry 4.0 among manufacturing firms in Thailand. This survey is a follow-up to the survey implemented in collaboration with UNIDO in 2019 for use in the IDR 2020. Almost 100 participants joined the event, both in person and online.

Opening the event, Stein Hansen, UNIDO Regional Director and Representative of UNIDO Regional Office Hub in Thailand, highlighted how the IDR 2020 is contributing to the debate on the emergence and diffusion of new digital technologies clustered around the fourth industrial revolution (4IR).

“We are living in an era of major technological changes, in which the blurring of the boundaries between physical and digital worlds discloses new opportunities to develop modern manufacturing industries,” he said, emphasizing how new digital production technologies can generate opportunities but also pose new challenges to developing and emerging economies.

Nuttapon Nimmanphatcharin, CEO and President of DEPA, said that Thailand needs to focus on Industry 4.0 and future industries such as clean and renewable energy, robotics and smart devices. He stressed that DEPA has been actively supporting the creation of a digital ecosystem, as shown by the promotion of the Thailand Digital Valley Landscape.

Presenting IDR 2020, Alejandro Lavopa, UNIDO Research Officer, drew attention to the potential of digital technologies to become a key driver of inclusive and sustainable industrial development. However, the diffusion of these technologies is limited and highly concentrated in few countries and firms, as shown by the data collected in Thailand in 2019.  

Lavopa stressed that strengthening industrial capabilities remains a major avenue to engage with new technologies. “Thailand is well positioned to exploit the opportunities opened by these technologies, but the challenge is fostering the indigenous production of digital technologies and their local adoption,” he concluded.

This view was also shared by Kasititorn Pooparadai, Senior Executive and Vice President of DEPA. When presenting the results of the follow-up survey on Industry 4.0 conducted this year, she pointed out that the majority of firms are still employing outdated production technologies.

“Less than 1% of surveyed firms use the latest generation of digital technologies”, she said, “but many expect to engage with these technologies in the next five to 10 years.” A key challenge ahead is to find ways to support them embracing the 4IR, she concluded.

The event continued the discussion of how Thailand can move towards Industry 4.0, with a panel of experts including Keun Lee, Professor at Seoul National University; Kasititorn Pooparadai from DEPA; Ubonwam Lordngeon, Senior Planning and Policy Analyst at the Office of Industrial Economics, Ministry of Industry; Niti Mekmok, President of Thai IoT Association; and Nobuya Haraguchi, Chief of the UNIDO Research and Industrial Policy Advice Division.

Moving towards the 4IR is a long-term project and the COVID-19 crisis is not going to be a long-term constraint for Thailand, where the impact of the pandemic seems to have been milder. “Forty-three per cent of firms reported a drop in sales and only 8% will consider cutting up to 25% of employees, which are both lower than the averages for Asia,” said Haraguchi, quoting a UNIDO survey on the impact of COVID-19. Professor Lee also emphasized that, even if risky, Thailand could escape the middle-income trap and accelerate the catching-up process by leapfrogging to Industry 4.0.

All panellists agreed on the importance of raising awareness about the potential of these technologies, and that an effective collaboration across stakeholders is the way forward to overcome barriers to adopt Industry 4.0 technologies. DEPA’s Pooparadai concluded that this event paved the way for further collaboration between UNIDO and DEPA to drive Thailand into the 4IR.

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Digitalization: key to implementing an inclusive and sustainable economic model in Latin America

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Latin American manufacturing has been hit hard by the COVID-19 pandemic in 2020, with significant decreases in industrial production, intra-regional trade and exports compounding existing barriers to growth. However, accelerated digitalization prompted by the crisis offers an opportunity for transformation, closer intra-regional cooperation and trade integration, according to a webinar panel of experts convened by the Global Manufacturing and Industrialisation Summit (GMIS) Digital Series on “Latin America and the Caribbean: Manufacturing and Economic Growth in the post-Covid-19 Era”.

Silvia Hooker Ortega, Manager of International Affairs at the National Society of Industries in Peru, observed that enterprises in several Latin American countries had re-shored capital, worsening regional trade and production, with a fall of 22 per cent in exports expected regionally. “This challenge consists of rethinking previous models of development and moving towards more sectoral models, where we can invest in capacity-building and research in order to generate regional value chains that allow us to grow in the region, generate decent employment and ensure that a crisis such as the current one does not affect us so drastically in the development of our countries,” observed Hooker Ortega.

Clemente Ruiz Durán, National Researcher of the National Council of Science and Technology (CONACYT) and professor at the National Autonomous University of Mexico, noted that digitalization had allowed the region´s economy to continue functioning. He stated that public investment in digitalization would enable sustainable energy, mobility, communication and transport systems. Ruiz Durán also urged pairing initiatives between micro, small and medium enterprises (MSMEs) and large firms for integration in regional value chains, and training programmes. “I propose to turn our eyes towards Latin America instead of the rest of the world,” he said. “I believe that this is a great opportunity and if we do it well, it can be the beginning of a redefinition of industrial development in Latin America,” concluded Ruiz Durán.

Tomás Karagozian, President, UIA Joven/Unión Industrial Argentina, stressed the importance of a regionalized economy, advocating for increased dialogue and consensus in order to “overcome recurring crises that we go through every four to five years.” Karagozian noted that, while digitalization had accelerated during the pandemic, and the region is poised to benefit from productivity increases, Latin America continues to face issues of management and leadership, and value chain integration. “I believe that we must all work on digitalization and (…) towards stronger and more consolidated productive matrices at local level with a great regional connection, and with global participation in terms of information exchange, digitalization and sharing of experiences,” urged Karagozian.

Concluding the discussion, Diego Masera, Chief of the Regional Coordination Division for Latin America and the Caribbean at the United Nations Industrial Development Organization (UNIDO), said the crisis as an opportunity to move towards sustainability, social equity and the achievement of the Sustainable Development Goals. “Indeed, this crisis provides an opportunity to change our approach to the development of manufacturing in the region. In this regard, we must focus our energies on supporting more inclusive, sustainable and people-centred development,” he urged.

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Use Growth Services to Create an Anti-Cyberbullying Campaign

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While the increasing use of the internet and a good chunk of our social lives going online has benefited us in many ways, it has also given rise to a whole new set of problems that we have yet to find solutions to. One of the more pressing matters amongst these is cyberbullying. The problem with cyberbullying is that online platforms’ anonymity and nature allow these situations to get out of hand really fast. We can use social media to campaign against and raise awareness about cyberbullying. It is a good idea to use growth services such as SimplyGram growth service to get your anti-cyberbullying campaign to reach more people.

The Dangers of Cyberbullying

While many people might dismiss cyberbullying as something that can easily be avoided, in reality, it may even be more dangerous than traditional bullying. Because an online space is always available, a child can’t escape bullying by, for example, avoiding school because it will follow them home. Cyberbullying can go from insults to widespread harassment, and as more and more people start using the internet and social platforms, this problem only becomes worse.

Cyberbullying and cyberharassment tactics include doxxing and publishing people’s personally identifiable information online without consent, leading to their security being compromised. It can also include other tactics like trolling that may appear less severe but can cause an equal amount of emotional and mental distress to the victim. Information on social platforms can also be easily faked, and many people don’t look for verification either. People’s tendency to ‘ride the wave’ also means that harassment can grow to extreme levels, with hundreds of people bullying one person based on false information.

Using Social Media Growth Services to Fight Cyberbullying

To fight cyberbullying, the first step is to spread awareness. Many people don’t take internet activity seriously, resulting in cyberbullying being even more harmful to the victim. Using social media to create an anti-cyberbullying campaign, you can help people understand how hurtful cyberbullying can be and how to prevent it.

The first step to do this is to understand who your target audience is. In the past, bullying was often associated with school settings, but many adults can also be caught up in harassment with the changing online environment. What’s important is to pick a target audience, such as a specific school, and address issues within that demographic.

By using growth services such as SimplyGram, you can expand and spread your campaign’s reach, allowing more and more people to see cyberbullying for the toxic, abusive act it is, rather than dismiss it as child’s play on the internet. By spreading awareness and reaching more people with a growth service, you can help the victims to speak up. They will know that they will be taken seriously, and their problems will not be swept under the rug.

Cyberbullying has often resulted in many people harming themselves, falling into depression and self-isolation, and in some extreme cases, even suicide. A good social media campaign supplemented by an organic growth service will prevent these things from happening. These services grow your social media outreach, which means your campaign will be more effective. By growing your follower base with real people and using the right hashtags made specifically for the campaign, you can reach more and more people and help weaken the growing problem of cyberbullying.

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