The popular video sharing website and social network YouTube has recently released what you could describe as a book of  ‘Commandments’ for what the team at YouTube believe are the most successful and effective ways to help its users generate better quality content and drive more traffic to their channels.

This extensive guide dubbed the ‘Creator Playbook’ gives YouTube users a distinct structured list of the best strategy to maximise the potential of their online videos. It also explains how to promote your marketing material through other social media networks and is designed to be accessible to all users, mapping out a tick list agenda to optimise the opportunities that Youtube offers.

So, just what is it that makes the largest online video destination and second most used search engine such a valuable brand and marketing tool? One reason I can think that video marketing is so advantageous and so powerful could be linked to the fact that 90% of our day to day communication is non-verbal. This implies that messages are most likely to be understood when given out and received usingbody language and self-expression. Unlike written words in printed media and websites, and spoken words in radio advertising, video and television marketing have the additional messages which are transferred by eye movements, visual cues, and overall body language, which makes YouTube a great channel to add more depth to your brand strategy.

You can download the YouTube instruction ‘bible’ here:

http://youtube.com/creators/playbook.html

While you’re waiting for it to download I can give you a few of my own ways to use make the most of your ‘home generated’ content which are often overlooked.

Firstly, it’s important to take an honest and value based approach to using YouTube to raise awareness of your business.  The direct selling route is not always necessary. Ultimately if your videos are interesting, informative, innovative or humorous then your audience are more likely to value them and share it, spreading awareness of your brand without any legwork from you. If a key factor to your video strategy is sharing then make your videos focussed and simple with a more subliminal marketing message. People are unlikely to share your video if they think they are being pitched to!

Make use of the close integration that YouTube allows with other social network sites such as Facebook and Twitter. Before you know it you can quickly and effortless have your video posted across platforms and embedded in your website and emails. YouTube video’s are viewed for an average of 2.9 billion hours a month so make sure you get a look in and use it as part of your overall strategy.

Customise your own YouTube channel (Like ours here: http://www.youtube.com/user/rtmediauk) to compliment your branding and to set up playlists with your personalised content. No lack of equipment or technology should stop you from producing original, creative content for your YouTube channel. Consider interviewing clients, or experts on a variety of topics which are relevant and authentic, and make sure an element of your brands personality shines through and reflects what your all about. You should maintain communication with your audience with regular updates and new posts.

Be Tag savvy. Remember…search engines like Google can only determine the content of your video if you tag it and your YouTube channel. Think carefully about the words and phrases you use for titles and descriptions. Link your social media accounts and make sure they are on your own website as well to encourage sharing and remind people to subscribe.

Check out RT Media’s You tube channel here:

http://www.youtube.com/user/rtmediauk

bookmarks

Ross Thornley, Creative Director of RT Media, regularly gives up his time free of charge to support young entrepreneurs; specifically assisting the Young Enterprise Group (Poole High School, meeting every week from September 2010) in the ways of business and inspiring them to achieve their business goals.

We are also looking forward to working with one of the companies from Young Enterprise to help them commercially take their idea to market. It is a great feeling to work with young people who are a constant source of inspiration.

In addition, RT Media have helped the students from Queen Elizabeth’s School in Wimborne and here is what one of the students had to say:
“My name is Fern Johnson and I attend Queen Elizabeth’s School in Wimborne. We are currently doing a unit called ‘Product Promotion’ which requires us to investigate advertising agencies. We had emailed loads of different businesses with no reply, until Mr Thornley kindly got back to our teacher advising her that he would be prepared to even do a meeting with us.”

“We then organised the event and on the day walked into Wimborne to go to visit RT Media. Mr Thornley very kindly gave us 2 hours of his time, which to us was a priceless experience, having never worked or needed to think about promotion of products beforehand; we could only use what we could find using the internet, our own ideas and a text book, but Mr Thornley gave us more than any text book example, we talked into depth about the pros and cons of different media types, their range, what they do in particular, how they have to create unique ideas.”

“I learnt a lot from the experience and found it very interesting, as well as informative, I then went home that evening to find myself write up about 5 pages extra on my assignment as well as set off creating my own promotional campaign, which was another assignment for the unit, without this trip I would not have had the motivation to do so, let alone be able to write in the amazing examples that I now have been able to write into my assignment. Thank you Mr Thornley at RT Media for making what I thought would be a difficult unit for me into something that I have enjoyed and taken a lot of time over now due to his enthusiasm of the business.”

bookmarks

Believe it or not, us human beings are programmed to respond to emotion and we often make many important decisions based on how easily we are influenced by feelings and emotive language around us. For example, making purchases in a shop or from a website based on emotion is quite normal. Just like the age old head over heart argument, we know what we should do; the logical, sensible and often safe option, but the most successful marketers understand that successful products appeal to the heart, not the mind. Going by our emotions is usually what creates the action, and this is where the magic happens!

The RT Media Brand Love Mix and effect

If we take this philosophy and apply it to marketing, it could translate as: be inspiring, be adventurous and bold, or why bother? It’s entirely possible that if you are not inspiring or causing people to feel emotions, then your brand is just ‘existing’. Emotive branding is about taking everything you do today and creating a focus. These intentions can only be realised when everyone working for the brand is reading from the same page and embrace the brand’s emotive center.

However, there is a difference between using emotion in advertising and having an emotive brand that builds meaningful connections from the foundations of everything that you do. While using emotion in advertising can help consumers buy into your concept you will need to keep this ‘promise’ as it were so that it runs seamlessly into all aspects of the customer experience from creation all the way through to implementation.

Emotive brands engage their entire organisations so that every message induces a similar set of thoughts and feelings – consumer’s thoughts about brands are made up of groups of associations: feelings, sounds, memories and images as well as facts. Studies on how the brain processes and stores everyday messages and associations suggest that knowledge, experience and emotions are the three things called upon first to make up our representation of a brand.

If these are positive connotations, the recalls should bond the customer (and the employees) to the brand. Think of the infamous Coco-cola, ‘Holidays are coming’ adverts shown on the run up to Christmas- the resulting brand harmony means brand loyalty. The idea is to genuinely bond with your target audience through  shared values, attitudes and behaviour which needs to be a long term creation not just a 30 second fling.

However, don’t lose sight of your realistic and rational benefits and values, the backbone for a ‘right decision’ is based on reason and marketing should highlight both the rational and emotional components of the brand promise to create a balance.

Ultimately, it’s the difference between indulging in meaningless marketing activity and striving for meaningful connections.

It’s a choice every brand can make.

If you would like help with creating brand love then please do get in touch. ross@rtmedia.com

bookmarks

The term mobile device, while propagating quite quickly through our current cultural zeitgeist, is almost a misnomer. If we take the phrase, in context, at its most literal it would essentially mean any operating platform, which we can carry around with us. Laptops have been around for decades now, and yet they are lumped in with the personal computer market and not the mobile device market. Ultra portable might be closer to the mark, but even that is not quite there yet.

When the conversation turns to ‘mobile devices’, most people are probably talking about things like mobile phones such as the HTC Desire or iPhone and tablet devices like the iPad and Samsung Galaxy Tab. It’s these devices we are concerned with. Current phones and tablets, while advanced, are still behind when compared to your typical laptops and netbooks; limitations are generally processing power, RAM, storage space, compatibility with things Flash and Silverlight and, as with the iPhone, the lack of a transparent and accessible file system. When developing for these platforms a lot of stuff has to be taken into consideration, and on top of that you also have a decision to make:

Do I need an app, or a web application?

This is something an awful lot of people will be asking themselves right about now. A mobile optimised interface for connecting with visitors and customers is becoming more and more important as the platform evolves. A mobile presence can build value for your brand in the eyes of the consumer and put you a step above the competition, if it’s done right. The difference between the two may not seem obvious; below you can find a list of the features and relative benefits of each approach. (more…)

bookmarks

It’s been around for a while now, but only recently has it really become a valid avenue of exploration for the online advertiser. Mobile advertising is the practice of displaying ads in content designed specifically for mobile devices, such as websites, search results and, most recently, mobile applications. But what exactly can it offer over traditional display and search advertising?

• Unlike in previous years, there is currently a high device penetration rate for mobile advertising. Operating systems such as Android, RiM, iOS and Symbian all support fully featured mobile web browsers which are capable of displaying mobile optimised web pages. Introduction of tablets such as the Apple iPad and Samsung Galaxy Tab have contributed to the spread, and the number of capable devices is only going to increase as the market (and the technology) devices.
• A whitepaper conducted by research firm YouGov for the annual Tamar Search Attitudes report shows us there has been an increase of no less than 246% in mobile search traffic in the UK in the past year. (Source)
• The nature of a mobile handset opens up the possibility of anywhere, anytime searching. Consumers who are out and about can now find what they are looking for regardless of their location.
• In addition to this, with modern cellular devices now equipped for location services (such as cellular triangulation or via GPS satellites on more high-end devices) it’s now possible to tailor both search results, content and advertisements based on these parameters, allowing advertisers to deliver location targeted and relevant ads such as “Papa Johns Pizza, Winton”. These are often more accurate than IP based location targeting.
• This type of targeting can also be applied to specific carriers, for example Vodafone or Virgin ads that are targeted for the sole purpose of tempting customers away from O2, delivered straight to the O2 provided device. An amusing, but effective, means of finding potential customers.
• Most modern mobile operating systems are capable of recognising not only text formatted like an email address, but also telephone numbers and Skype usernames. This means that with a simple click of an ad, marketers can direct potential new customers not just to a website, but to direct contact to the company via a phone or VOIP call.
• Most importantly, from some perspectives, is the ability to place ads not only on web pages and search results, but framed into downloadable apps from the Android Market, App Store or OVI store. This has given rise to a number of app developers releasing full, but free, ad supported versions of applications they would normally charge for. On Android especially, where statistically users are more likely to click on in app advertisements, this has left the vast majority of apps being available for free, such as the internet sensation Angry Birds. On the iOS store this costs £1.99, on Android you can download the full game for free with a small ad inserted to offset the costs. As you can imagine, this gives your marketing a rather large reach across many networks, countries and demographics.

These are just a few of the benefits and features available to marketers should they decide to tap in to the ever growing world of mobile advertising, and there is much more to it than the points listed above. What campaigns work best, how to target your audience, and the most important factors leading to campaign success are key things you’ll need to know in order to run a successful mobile marketing platform for your business. To learn more, get in touch with us today and find out what mobile advertising can do for your business.

bookmarks

Recently at the SES SFO conference there was a presentation by Brian Kaminski COO of iProspect that stated Search Engines would no longer be used within the next 5 years!

If we first accept that the Digital Industry is the fastest moving industry the world has ever seen and how it has changed over the years, is it such a radical step?

My gut feel to this is that search engines will evolve, not disappear. The presenter went on to say that search will be voice based, camera based and social led searches. Google already has the goggles application which although camera based still works on the same basis as a search engine. People are using the social media resources as search engines and voice recognition software has been about for sometime but ultimately it still has to return a result. This is what leads me to the thoughts of evolution as opposed to extinction.

With the volume of information available at our finger tips via all types of sources alerts, feeds and search, some people can become easily overwhelmed, so how do you filter out the quality results from the poor ones? Currently sites that the search engines deem to be of a lower quality are ranked accordingly.  BUT…. could Google (who’s driver is relevancy) et al conceivably blackball sites that do not reach a minimum standard? We’ve already seen many discussions on W3C compliance and how it does or does not effect your rankings, so is it that big a leap to completely denying visibility. I think not!

Clearly only time will tell how and when change will come, when it does agencies need to be in a position to respond. They need to know and act fast, hence the reason continual testing helps you understand your traffic and conversions it will also keep you abreast of the changes within the world of search.

The Bottom Line: Stay on top of your Digital Marketing effort, use every resource available to stay informed and keep testing!

bookmarks

When C4L gave us the challenge of creating a new brand in 7 days we said “let’s go”.

With Bournemouth set to have super fast internet via fibre optic cables, our client C4L, (the Deloitte Technology Fast 50 company) were keen to make their mark. The brief to create a new brand for this new super fast broadband service was not only tight in deadline but it also has an increadibly competitive landscape. Entering into the market where big fish like BT, Virgin Media and SKY are fighting for customers, we needed to box clever.
With the in-house teams shortlist of names; BEAR, BULLET and JUCIE broadband we first knew a name could make or break this brave new business launch.

Following an evening workshop with Ross Thornley, the South’s branding expert innovator led them through a process and into a market changing name. It was his plan to create a whole new category for the internet connection. Enter FIBREBAND, no longer will users be looking for broadband providers if they wish to experience the unimaginable speeds fibre optic cables offer, they will be asking for FIBREBAND.
This ticked so many boxes from protectability, multi lingual understanding, domain name availability and word defining opportunities.

We are proud to show the value of expert innovation coupled with great design principles will ensure the best possible chances of success.

bookmarks

The day at the CONFEX exhibition (http://www.international-confex.com/) at the end of February was quite a shock for a Wimborne girl! It was a huge hive of activity, ideas and experience. The exhibition was all about creatively engaging with clients/prospective clients. That was the crux of it – creative engagement.

We are bombarded by so many messages each day, most of which are blotted out by our tired brains or just ignored. That is why it is so important to forge meaningful connections, relevant to the target and encouraging participation. The flexibility to respond when you sense that the market is moving in a different way is essential, instead of bobbing along with the flotsam.

A very interesting speaker, Phil Crowther, explained that events (be it a concert, a public show or a party), which are high risk, were also high opportunity. Why? Because they creatively engaged with the target audience, encouraged participation and were voluntary. That does not mean there is no strategic direction, on the contrary it is as structured as all the other marketing routes. A good event is designed with objectives and evaluation in mind, however, that is often where the problems arise.

An event needs to be integrated into an existing marketing and branding strategy, not isolated, but included in the strategic direction. When that is successfully accomplished the risk is reduced, without reducing the opportunity.

bookmarks

If I told you that we were going to play a game of Chinese whispers I’m sure you would join in.
If I told you we were playing for money, I would be doubly sure that you would join in. So, here is the deal:

- Firstly, the message must not be altered
- Secondly, if the message arrives at the final person unaltered, you win cash

Sounds easy? What if I tell you that if the message isn’t letter-perfect when it arrives, you owe me cash? Not sounding so good? Sadly though it is a common scenario. So many designers and agencies don’t communicate job statuses or latest progress accurately to each other… or the client. Communication is the key. That, and knowing what levels of communication to give to which people. Some people want an email to acknowledge their email, some people want to be left alone and told when the job is done. Some people need to be told about each change that is made, some people find out themselves.

The point is this: we are constantly passing ‘messages’ to each other, status updates on projects or latest files for a job. Keeping on top of these things is crucial, one day the message might not arrive intact, and you might not win the cash!

bookmarks

After reading a study of more than 150 taglines that debuted in 2009 this morning from an agency who solely focus on the development of taglines I felt I should share some of the insights found. What we can learn and what I think.
According to Eric Swartz, president of Tagline Guru, “The goal of the survey was to discover the most frequently used words in this year’s taglines, and whether they reveal how companies are strategically recasting their brand message to forge a closer connection with their customers.”

The most commonly used words or concepts (alphabetically):
1. believe
2. far/further
3. future
4. imagine/see
5. innovate/innovation
6. more
7. new
8. save/savings
9. together
10. you

Are these 10 words that matter most to consumers?

“Whereas one tagline offers telling insights into a company’s brand strategy, a whole bushel of taglines reveals a brand lexicon that speaks volumes about what’s important in the minds of consumers,” says Swartz.
“This year’s tagline harvest is all about working harder and smarter, communicating greater value, and creating lasting brand affinity, which, in today’s tough economy, is crucial for cementing relationships and building customer loyalty,” Swartz notes.

Some of the taglines that echo this include:

• Airbus New standards. Together.
• Baker & Taylor The future delivered.
• Buick The new class of world class.
• Chrysler Come and see what we are building.
• Dentsu Good innovation.
• Home Depot More saving. More doing.
• NBC More colorful.
• Sony Make. Believe.
• Syfy Imagine greater.
• Wells Fargo Together, we’ll go far.
• Yahoo It’s you!

Although the impact of “innovation” has been diminished from overuse, and words like “new” and “more” are typical sales jargon, concepts such as “together,” “you,” “imagine,” and “future” paint a picture that is decidedly more intimate, inclusive, and optimistic.

“Money is tight, consumers are worried, and corporations aren’t content to rest on their laurels,” says Swartz. “The overall message is that we’re all in this together so we need to set the bar higher, do more, and deliver greater value.”

Swartz continues: “Essentially, this tagline-generated brand lexicon tells us that big business wants to be perceived as a neighborly partner that is industrious, accountable, and forward-thinking. Consumers are tired of being talked at and misled. They’re looking for better ideas, better results, and, ultimately, a better relationship.”
Knowing this is really important as it indicates shifts in the market, and highlights what to avoid. To me these examples show not just a shift in the market but how easy it is to get lost and diluted in the nose as we follow like sheep: for example,

• Target’s “Expect More. Pay Less.”
• Wal-Mart’s “Save Money. Live Better”
• Home Depot’s “More Saving. More Doing.”

Sure, consumers are looking for ways to save, but what in these taglines truly drives differentiation? And is that important? I think it is. I think this lack of distinctiveness show lack of creativity and becomes background noise.

bookmarks

Getting the highest percentage of your messages to your subscribers’ Inbox is one of the primary goals from an email marketing perspective. At the same time, it is also the main hurdle to overcome. Innumerable little things can effect whether or not your communications end up in the inbox, or in the junk mail folder of your recipients. The job is made even more difficult as different Internet Service Providers (ISPs) and email clients have very different rules, filters, procedures and policies on bulk email.

The success of any campaign is influenced by all areas of the process, requiring the close co-operation of everyone from the IT/Server guys to the designers and database handlers.

One of the main contributing factors to the failure of a campaign can be the number of hard bounces and complaint rates. AOL, one of the world’s largest ISPs, recommends maintaining a <0.1% complaint rate. That’s a threshold of 1 in every 1,000 emails that you send out. That may sound harsh, but by adhering to some rules it’s entirely possible.

Even if you beat the spam filter there is no guarantee that your mail will ever be read. Finicky recipients who are unhappy at having received your mail may just click that “Report as spam” button. On local email clients the effect is minimal, but on web-based services like Hotmail or Google Mail, this can have a serious knock on effect for other recipients on the same service as these are tracked, recorded and taken into consideration in future (as if you didn’t have enough to worry about already).

Over the next few weeks I will cover some of the specific problems that the aspiring email marketer would encounter during the course of a campaign, from set up through to the post-send fallout. For this first part we will look at where it all begins: your server and domain.

(more…)

bookmarks