Tag Archives: email blast

Sort of a good news, bad news post from Gini Dietrich this week. She blogged about an Alertian survey of marketing professionals that revealed some surprising results.

The good news is that marketing pros are anticipating increases for both overall budgets and social media budgets. The bad news is there’s still a substantial number of businesses that haven’t developed a digital marketing strategy.

It’s amazing to think with all the information out there about how to leverage the internet and social media as marketing tools, that many companies still haven’t gotten onboard.

I’m a half-full type of guy though, so I prefer to look at it as an opportunity. Companies that have a blank slate, ready to be educated on the benefits of social media and the power of video.

Hope you’re ready for the challenge marketing pros. I know I am.

–Tony Gnau

Okay, you’ve bought in… social media is an important marketing platform. You’ve done research and learned about the millions of people sharing videos. Time to create a marketing video for your company and get it out there.

What’s next? Ask yourself a few questions. What’s my message? Who’s my audience? Why should they care?

Don’t go any further until you can answer them.

–Tony Gnau

Computer tablets like the iPad are on the rise, and that’s good news for marketers. Static ads are out, interactive ads are in, and eMarketer reports that a new study clearly shows people prefer messages that engage the reader… or should I say, “viewer?”

That’s because these tablet ads can include video, and no surprise that’s something attracting consumers. A separate study done last fall reveals iPad users are 86% more likely to look at a marketing message that contains dynamic images like video.

Yet another medium where the power of video prevails.

–Tony Gnau

eMarketer reports many businesses are turning to a more personalized approach to marketing. By segmenting its customer base, especially through email lists, they hope to target people only with the information that’s relevant or appealing to them.

This is where video can really shine. The better you know your audience, the better you can produce something that’s going to capture their attention.

For example, business travelers… actually, let’s narrow our focus even further to female business travelers. Imagine an airline email blast to all its female business travelers.  It includes relevant customer service information, plus a video like this one…

VIDEO: United Airlines Executive

It features an airline executive that our targeted market can relate to, and puts the airline in a great light.

A well-defined audience is almost always going to make for a more effective video.

–Tony Gnau