Testing your digital content
The beauty of digital content and advertising is you can evaluate its performance before you fully launch your campaign. A/B testing allows you to receive feedback directly from the people who matter — potential customers. Essentially, you’re tweaking different aspects of your creative (headlines, colours, CTAs) to see which is more effective.
The little things matter
A/B testing can produce results that go against what the digital marketer believes to be best practice. Moving forms from the right to the centre, capitalisation, slight changes of wording, changing the order of headlines, button colours, CTA designs, even made up words showed changes in visitor behaviour. It proves you should be really testing anything you can — no one really knows how the consumer mind works.
Testing can be complex
A/B testing isn’t always about picking a winner from two different variants. For e-commerce retailers, the overall customer experience is more useful than single elements and customer segmentation needs to be taken into account. While all the different elements involve repeated testing, Oracle is hoping to glean the same insights through machine learning. Will automation be the future of behavioural data collection?
Big tech and content consumption
This week, Instagram celebrated its 10th birthday. Its launch was the first step into an increasingly visual social media landscape where users and marketers alike search for ‘grammable’ moments. The social platform also saw the rise of the influencer and hashtag advertorial campaigns.
The gateway to content consumption
Instagram isn’t the first tech platform to change content consumption. Its parent company, Facebook, has long dominated social reach while Google has been the go-to search engine forever (technically it hasn’t but it does feel that way). Between them, these two are the starting point for a lot of digital content consumption. News publishers have been pushing against the power mainly because advertising dollars are no longer being spent with them. In what appears to be a rare win, Google has announced it will pay publishers $1 billion for news over the next three years.
Consumers are used to free online content
The problem for content producers is that consumers kind of expect free content these days. Big tech increased this expectation by making this content easier to find. A recent survey in the US has found that 85% of respondents would reduce online activity if they had to pay for the free services they currently use. Book publishers are also feeling the pinch as avid readers move to public library’s free e-collections. While there is more content out there and it’s easier to find, how do we become smarter about monetising it?
Google is helping consumers support Black-owned businesses in the US with search and badges on Google Maps and case study videos sharing the stories of these small businesses.
Néstle Singapore embraces the martial arts film genre to give its Umami sauce a sense of history and mysticism.
Australian furniture brand Koala takes you on a census tour of all the different household demographics you can find living together today.
For sports brands like ON, videos can become the same montage of spectacular athletic feats. This animated video, designed to represent 1920s travel posters, reimagines mountaineering in the French Alps.
Fender splices in 1960s footage of George Harrison while one of its Master Builders recreates the Beatle guitarist’s Rocky Strat, complete with psychedelic artwork. #Fender #FenderCustomShop #RockyStrat
Socialising the B2B buyer
Gone are the days of golf and long lunches in the business buying cycle. While person-to-person relationships are still important, the buying process can now resemble a B2C social media campaign. You need to be conscious of who ‘likes’ your offering but may not necessarily be a decision maker. The nightmare scenario for B2B sales: a gate-keeper, an internal ‘influencer’, or even an external influencer like a blogger undercutting years-long relationships built on trust. But don’t despair; change with the times.
To hit all the factors that influence a B2B sale, your personas need to consider the customer’s digital life and think about their audience as possible influences on the buying decision. What are they posting about and most importantly who is reading?
Why content matters
The traditional B2B salesperson will use their knowledge ‘intel’ and sales skill ‘stories’ to weave a powerful narrative about why your product or service is best. The digital persona needs to feed content creation in a way that mirrors that old-school sales process. It’s digital transformation of B2B buying. This requires a new approach to gathering ‘intel’ or intelligence about the buyer and the buyer’s influencers.
Boomers and technology
Countless over-60s have become used to buying online in the last few months. What would have taken years, or might never even have happened, has occurred in weeks. Boomers were already all over Facebook. Nine in ten people in the 55-75 year-old age range have a Facebook account that they actively use. But now they’re discovering how easy it is to communicate and transact online.
What does it mean for B2B?
In the B2B world, video conferencing is replacing many face-to-face interactions. I’m sure we’ve all experienced the growing familiarity with new options for connectivity amongst the c-suite. This will super-charge the digital buying process and content marketers need to keep pace.
Familiarity breeds repeat business
Content that targets online buyers should consider the increasing familiarity of older users with digital channels.
Interesting video to watch
Stories from the Inside – Hospital Care for People In Prisons. A public service video on what life is like for prisoners in the British prison system uses first-person voice-over and animation to really give an intimate view of prison life. Good story editing and matching animation.
Whenever I hear Andy from Headspace (a meditation app), I immediately want to close my eyes and relax. The animations these guys do match the vibe in a simple but effective style. #Headspace #CrisisWisdom #ShowingUpForYourself
Exxon has gone for simple stop motion, showing it isn’t necessarily a big-budget affair. Just wish they’d done more with the typography.
Pratt & Whitney GTF Marketing Film. And Pratt & Whitney go to the opposite extreme budget-wise to show you beautifully how their next-generation engines will get us places — when we’re allowed — in a greener and quieter way.
Finally, plaudits to DBS for the great work they do with lifestyle content in Singapore. Snappy story cutting and lively editing show they’re leading the pack. #Singapore #LivemoreBankless #InTheMoment