Mobile Video Advertising in a Mobile-First World

The year is 2018, and the desire for instant gratification is at an all-time high. With nearly three-quarters of the American population owning smartphones, it only makes sense for brands to focus their budgets and efforts on reaching their audiences through mobile devices. As marketers, it’s our job to dig into the mind of the consumer and give them what they really want. Understanding that there is a continuously increasing amount of content being consumed over mobile is key, and with technology companies racing towards conquering the ability to access endless luxuries at our disposal via mobile, there is no end in sight.

In 2016, mobile ad spending surpassed desktop ad spending. And by next year, nearly 70% of total digital ad spending will be on mobile devices, according to EMarketer. If your business isn’t yet prioritized for mobile-readiness, now is the time to put those efforts into actions.

Where to start?

If you’re going to advertise on mobile, think about what platforms mobile users are on. Facebook boasts more than 1 billion daily active users, while Twitter is currently at 320 million monthly active users. Instagram, which is owned by Facebook, is pulling about 400 million monthly active users, and Snapchat has over 100 million daily active users. With that said, these platforms are also prioritizing mobile display in their ad product offerings. For example, Facebook just launched its mobile-first video creation studio to offer advertisers the ability to add motion graphics to their static ads, and Twitter launched capabilities for advertisers to upload and distribute their own mobile video ads via promoted video.

Mobile Video Advertising Tips:

Keep your videos short and sweet: How long should my mobile video ads be? 6 seconds is key. When Champs Sports compared their 30 second and 6 second video ads, they showed a 271% increase in video completion rate, 11% increase in ad recall, and 12% increase in return on ad spend. Consumers are more likely to remember an ad that captured them right off the bat and drew their attention quickly. The difference in the ad recall shows the significance of clear and concise messaging that connects the brand to the consumer.

Think mobile-friendliness when shooting your video: A common issue that marketers run into is that their videos aren’t optimized to be running on all platforms. Make sure that when shooting a video for mobile, it’s being recorded at the proper specs to run on the platforms you’re going to be promoting them on:

Facebook video ad specs: Video dimensions:1280×720. Minimum width: 600px. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Instagram video ad specs: Video dimensions: 600×600. Video max length: 60 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 4GB.

Twitter video ad specs: Video dimensions: 1280×720. Video max length: 140 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 512MB.

Snapchat video ad specs: Video dimensions: 1080×1920. Video max length: 10 seconds. Recommended video formats: .mp4, .mov. Maximum file size: 32MB.

Make it all about the experience: Remember that mobile doesn’t always mean it’s just a different device. It’s a different experience too, and it’s the experience that you should be focusing on. Consumers are conditioned to use their mobile devices to discover new places, products, or events. Thinking about mobile-video advertising as experience-based with contextual placements is the better way to go.

Facebook third party

How To Navigate Through Facebook’s Ad Targeting Changes

We all know the story: Facebook has been under pressure about how their third-party targeting data capabilities infringe on user privacy since even before the 2016 elections, but they could no longer make excuses once the Cambridge Analytica scandal broke. Now, the company is making a permanent – and surprising – move that may usher in a new era of social media where privacy is king, and user vulnerability is no longer the norm.

For most people that use Facebook, and other social media networks, this is a welcomed shift; but as a marketer, the alarm bells might be sounding. If you’re feeling a sense of dread for all the meetings that need to be scheduled with management to explain next steps, here’s an overview of what you need to know to prepare for and navigate those meetings.

What Exactly is Facebook Changing?

Facebook’s announcement outlined their plan to place restrictions on advertising data usage, with the emphasis on eliminating all public and private third-part targeting; essentially the dissolution of their Partner Categories tool. This tool previously allowed marketers to partner with companies to use offline purchase data to enhance their ad targeting. Some of the targeting that this will effect includes behavioral, purchasing, and household income. This change has a pretty transparent goal: decrease user vulnerability by limiting the way their consumer data is used by other companies.

Why is Facebook Making This Change?

There are several reasons that Facebook is making this change, but the most prominent reasons are the Cambridge Analytica scandal and the new General Data Protection Regulation (GDPR). The scandal put a target on Facebook and drew criticism from users, stakeholders, and others in the social media space. GDPR took effect on May 25, 2018, and aims to give data control back to the people. One way GDPR does this is by requiring companies to gain explicit consent for all data collection they do, as well as transparency about how that data will be used. GDPR is applicable to all residents of EU, no matter where the company in question is located. Additionally, Facebook’s general outlook has shifted from one of arrogance to one of responsibility; making changes like this is the only way they are going to keep the business alive.

How Will These Changes Effect Marketers?

As of October 1, 2018, Partner Categories will cease to exist and any ads that are running using that targeting option will no longer be delivered. In a nutshell, marketers will need to bring their targeting focus inward, and stop looking to third-party targeting to reach their audiences. This is not doomsday; there are plenty of other ways for marketers to target their audiences online.

The first step is to revisit and adjust existing KPIs with Facebook’s new limitations in mind. Trying to meet those expectations without the same tools would have any marketer feeling like a failure. As you review and rebuild your strategies and KPIs, don’t forget to focus more on objectives that align with brand awareness. Operating your targeting within Facebook’s new rules will help you gain and keep the trust of the audiences that you continue to reach, which is an invaluable way to gain long-term brand advocates.

Don’t forget that you have a lot of data on your own. Start to work with your internal teams and your agency to collect that data and find creative ways to use it for targeting and for general content. Upload your existing data lists into your campaigns and start running some targeting to see what results you get. Adjust, repeat, adjust, repeat.

There are also other social media networks that you can use to reach your targets. If you haven’t created company pages on Pinterest, Twitter or Snapchat, now might be the time to start exploring how you can leverage those platforms to access new audiences.

5 Reasons How Colors Can Impact Your Marketing Efforts

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Luck Has Nothing To Do With It

As a marketer, you have no doubt taken a class or read a blog that discusses how the use of color in design can help drive marketing results. If you haven’t just check out this article on The Psychology of Color in Marketing and Branding. Color is no joke in the marketing world; some would even argue that it is overanalyzed at times.

Unfortunately for the naysayers, the use of color in design has proven time and again to be an important and motivating marketing element. If you’re still on the fence about whether or not you should be investing some time to discuss your brand and website colors, here is a breakdown of five “whys” and “hows” that help explain the basic ways that color can drive results and change your marketing analytics.

 

WHY: Color triggers emotions.

HOW: Humans associate the colors they see with their own personal memories, and transfer those memory’s emotions to the brand that displays those emotions. Of course, you can’t universally connect with color; some people might hate yellow, whether or not it has proved to motivate purchasing. Colors in your design aren’t working alone; you are pairing them with font styles and sizes, as well as element size and placement, to appropriately motivate your audience.

WHY: Color motivates purchases.

HOW: One of the main reasons that people feel motivated to click on buttons or to make purchases is because the use of design elements – like color – create a persona and an atmosphere that is relatable; the audience either feels as though they are already a part of that group, or they aspire to get there.

WHY: Color can connect us to a cause.

HOW: Whether it is a battle of the sexes or political party affiliation, humans respond to certain colors that connect them to causes. Those colors and causes spark something – fear, anger, empathy – that results in action. We might feel that taking action will bring us closer to a cause, make us feel some kind of satisfaction, or even be a burn to someone that is against the cause.

WHY: Color connection is intuitive.

HOW: All this talk about how color connects us to our emotions and some primal motivation makes the experience seem complicated, but it’s the opposite; our connection to color is intuitive. Even before someone registers the words on a call-to-action button, they see what color that button is. Marketers often find that “real-world” color applications don’t translate to design; where in the real world green means ‘go,’ it might stop people from clicking a button on a website. This is because the reaction to the color is emotional and intuitive, not practical.

WHY: Color denotes direction.

HOW: Color – used in design elements or for font – is meant to stand out, and that core function is what helps it lead visitors through a page. Combining common left to right website viewing tendencies with directional color elements can create a pattern of visual hierarchy and serve as a roadmap for your audience’s journey.

For more on how to use color, be sure to read: How To Use Color To Communicate Your Message.

how to use color to communicate your message

How to Use Color’s Psychology in Website To Communicate Message

Color is one of the elements of website design that businesses often take for granted. Oftentimes, CEOs and marketers assume that having simple brand guidelines are enough to get through an entire website design. This is a mistake, and it can have a big impact on the success of your website visits, conversions, and, ultimately, sales.

If you think about it, color plays a vital role in everyday life; so of course it also plays a vital role in the design of a website. Color has many psychological implications, and there have been many studies done about how it impacts the way a person feels about a brand. Color has been analyzed and analyzed and overanalyzed – its affects categorized by emotions, gender, actions, context, message and more. Just check out this article to see how amazing color is: Color Psychology

Something so valuable needs to be a big part of your website design discussion. Color isn’t one of those things that you can put as low priority, since you not only need to use the right color; you need to use the right amount and you need to use it in the most effective context.

When designing a website, you need to think of color as a form of communication, not just a visual effect. Here are a few of the general areas where you’ll be using color to convey a message to your audience:

Background Color

Most brands opt for a clean, white background for their website, but on rare occasions a brand’s identity might call for a more daring approach. The white background allows the other colored content to pop more, and keeps the website from looking too busy overall. Since there are so many other opportunities to use color, the background often stays a blank slate.

Header Color

The header of the website is at the top of the page, and typically includes quick links to things like pricing, demo requests, contact information and other resources. Sometimes it acts as the main navigation, but often it is a separate element. This area can be used to reinforce your branding, either through the background color or the text color.

Footer Color

The website footer is on the bottom of the page, and usually has quick links to more company information, blogs, support, tools, and social media pages. More often than not, this area uses a background color that matches the branding identity of the business. This tactic helps the area stand out against the (often) white background, and the product and educational content that lives in the body of the website.

Button Colors

Sign Up Button Icon Web Internet Website O

Every marketer has agonized over the correct color to use for call-to-action buttons. There is always a debate over whether to use the industry recommended colors versus the branding colors. Why hasn’t this issue ever reached an industry-accepted answer? There just isn’t a correct answer; each brand and website will be different. The key for this color decision is, and always will be, A/B testing. A/B split testing doesn’t just matter here either. If you’re not testing all your colors, you may be missing out on clicks and leads. For more on A/B split testing read: Why A/B Testing Helps Increase Website Traffic and Conversions.

Websites – and the colors used in their designs – are an ongoing project, and no element should be left static.

 

lead generation content- laptop

5 Ways To Optimize Landing Page Content To Generate Leads

February is the month of love, but there might not be a lot to love about your lead generation marketing funnel. Sure, you might be head-over-heels with your website landing pages, but is it translating to your audience and converting them into qualified leads? Before you can get people to fall in love with your business, you need to use your landing page content and lead generation cycle to jump-start their hearts. After all, content is king.

Break Up with the Old Way of Thinking

Needing to refresh your landing page strategy is nothing to be ashamed of; big brands do it all the time. Think of it as getting a new outfit or a haircut to help you get through a break-up. Optimizing your landing pages can often feel like dating – you are constantly taking notes on what is driving results and what isn’t. You’re looking to put the most interesting out there, and you need to update things frequently. Updating your landing pages can feel like breaking up with the old way of thinking, but it’s ushering in new trends and technology.

Attract the Right People

Once you know your information is updated, you need to work on attracting the right people. Your content should follow these simple rules of attraction:

  •       Showcase Relevancy: Content should not be static. Use the right tools for your business that will allow you to customize content as needed by topic, audience, or both.
  •       Focus on Quality: Nothing will increase your landing page abandon rates like low-quality images and design elements.
  •       Be Findable: Your audience can’t swipe right on your content if they aren’t even able to find it. Make sure your landing pages have design elements that stand out and inspire action.

Don’t Be Afraid to Flirt

Flirting is trial and error. You try something out, and gauge the reaction that you get. If people respond favorably, you continue to use that tactic; if you get a drink thrown in your face, you reset your plan. Landing page content is no different. If your page isn’t getting conversions, you need to consider switching things up. If a landing page is receiving high conversions, see how that content can translate to your other landing pages to increase their success, too.

Make an Impression on the First Date

Once you’ve gotten a prospect to give up some of their personal information and click your link, it’s time to make an impression. Don’t play the waiting game when it comes to contacting them. Have customized follow up content ready to go, and get your new lead into a drip campaign ASAP.

Become Exclusive

It’s up to you to start the conversation about taking your relationship to the next level. With the above strategy, your content should be at peak lovability, and your audience should be ready to convert from casual dating to being in a committed relationship.

With a plan this good, you’ll soon find that you can put cupid out of business and for more content love tips be sure to read How Website Design Can Help Your Leads to Fall in Love With Your Brand.