The rise of multi screen content consumption

The rise of multi screen content consumption

It’s a fact that where consumers go, marketers will follow. Television, radio, and newspapers used to be the most popular channels to reach audiences, even though the marketing opportunities were somewhat limited. While the beloved television hasn’t lost it’s glow with consumers, TV sets alone are no longer enough to feed their craving for content. The advancement of digital devices means consumers are now constantly distracted by TV, social media, online content, and more. 

With this killer combo comes a new challenge: a consumer’s interactions are becoming shorter as multiple devices often demand their attention at once. As such, brands that want to build an omnipresent online footprint must spread their marketing collateral across a range of channels in a way that engages and captures consumers’ interest.

 

Google, in collaboration with Sterling Brands and Ipsos, recently released a report “The New Multi-screen World: Understanding Cross-platform Consumer Behavior,” in which they tracked the behaviour of the always-on consumer. They uncovered that 90 percent of the time is spent on screen-based devices such as smartphones, computers, tablets, or television. The other 10 percent is devoted to traditional media such as newspapers or magazines.

However, when it comes to individual sessions, consumers spend on average 26 minutes more watching TV than looking at their smartphone. Below is a breakdown of the amount of time devoted to different device categories.

  • 17 minutes on smartphones
  • 30 minutes on tablets
  • 39 minutes on computers
  • 43 minutes on TV

These timeframes may seem enough to get your message across but remember consumers visit several websites and switch TV channels where many other brands are vying for their attention. This means that when delivering content, brands will have to make every minute count. In content marketing, for example, every article should boil down to the first five seconds as this is a crucial time during which readers decide whether or not to leave the page. Content should therefore be to the point, be meaningful, use catchy headlines, and be visually appealing, especially for smartphone users who are likely to scan through content.  

 

Beyond time spent, the report also uncovered what consumers are looking for on each device, which will further help brands distributing the right content to the right channel. For example:

  • Computers are used to search for information (and are typically used at home).
  • Smartphones are used for more bite-sized content consumption — and to keep people connected.
  • Tablets are used for entertainment purposes such as browsing the net and playing games.

Brands looking to incite consumer interest at all times, regardless of intent and device usage, should take advantage of  the multiscreen trend, which is divided into sequential usage and simultaneous usage. Ninety percent of consumers use multiple screens sequentially in order to reach a specific goal, with the top activities per device being: 

According to the report, most sequential users start with a smartphone then move on to a PC or a tablet, although fewer people prefer the latter route. 

For simultaneous device users, the most common screen combinations are smartphone and television (81%), smartphone and laptop/PC (66%), and laptop/PC and TV (66%). The top activities per device category are: 

These trends show that consumers have different needs and preferences when interacting with content. Identifying the channels customers most prominently cycle through is an effective way to connect with customers where they already are. Investing in a single channel might get clicks, but buyers of today require more fluidity with their content consumption. They might hear an ad on TV as they get dressed in the morning, watch the ad on their smartphone as they take the train to work, then visit your online store on their PC during their lunch hour.

And with all the distractions that come with multi screen usage, it’s important to make content easily to discover, share, and save for future use. They might not have time to read a blog post they accidentally stumbled upon during the day, but there should be a way for them to come back to it as they lie in bed that night, even if they use a different device.  

Your audiences are everywhere and so should your content be. 

 

 

 

Why video is important for demand generation content

Why video is important for demand generation content

Video content is a beneficial tool for any marketer. It’s a worthwhile means of sharing your brand’s message with your audience in an engaging, informative and visually stimulating manner. Video can be especially beneficial for demand generation content. Demand generation refers to the aim of targeted marketing programs to drive awareness around and interest in a brand’s products or services. Here are three reasons why video can be so important for demand generation content.

Video Content Can Be Benchmarked

Many video content platforms feature analytics that help to measure how well that video content is performing. YouTube Analytics is perhaps the most prominent example given how predominant YouTube is among video content sites. The data read by analytics tools such as this can include the number of times a video has been viewed and how long that video was viewed for. Video analytics tools are particularly useful for measuring audience engagement, but it can be difficult for brands to assess the impact of their video content when compared with content produced by their competitors.

Enter benchmarking, a great way for companies to measure just how effectively their marketing plans are progressing against competitors in their relevant industries. Many platforms feature benchmarking analytics, including Google Analytics. Benchmarking is particularly effective when it comes to video content given how prevalent and effective video marketing has become. By making use of benchmarking analytics, a brand can ascertain what metrics are important to creating an effective video marketing strategy. Plus, a brand can assess industry standards in order to find out what elements of their strategy need to be improved.

Video Can Improve Existing Technology

Biju Muduli explains how marketers have a lot to deal with when it comes to producing video campaigns and mentions the almost overwhelming amount of technologies and data insights available to them. The amount can be so overwhelming that it can at times be hard to know which tools are necessary for the creation of an intelligible video strategy. Muduli explains that, by adding video to their current marketing technologies, marketers will be more able to “focus on the creativity that’s driving video content instead of the execution and analytics reporting details.” They will be able to create, optimise and keep track of campaigns from within one application, while also having just one dashboard on which they can collate all necessary information across various campaigns. As Muduli specifies, “it is essential that video be scaled, delivered and measured with just a few clicks.”

Quality Over Quantity

The quality of both your leads and your content go hand in hand with each other. Being at once an engaging, immersive and compelling means of marketing a brand, video content can represent the type of marketing quality that results in leads that are more qualified. This is why brands should harness the power of video content when formulating their marketing strategies.

Video is a powerful tool to make use of within the multifaceted field of marketing. It’s particularly beneficial when used as part of content strategies that are aimed at building awareness around a brand. It can be easily benchmarked, it’s effective in improving existing technologies, and it’s great for producing high-quality content.

How South African consumers are adapting in the face of the coronavirus crisis

How South African consumers are adapting in the face of the coronavirus crisis

The coronavirus pandemic is shaking the global economy, impacting the confidence, shopping behaviour, and social activities of consumers everywhere. With millions of people around the world under lockdown or ordered to stay home, a recent survey by McKinsey appealed to consumers’ concerns about the disruption to their daily lives and their overall outlook of the future. The survey tracked consumer sentiment throughout several countries including the USA, UK, Australia, and South Africa. 

A snapshot of the global sentiment revealed that Japan has the highest level of concern about their economic recovery, with only 6% of respondents having a positive outlook. China, which is making great strides in the battle against the outbreak, had the most positive attitude towards the situation, with 53% of respondents anticipating economic recovery. 

 

Even though people tend to spend less money on discretionary purchases during the crisis, the survey observed an uptick in spending in certain countries, most likely attributed to panic buying and stocking up on essential products. Online shopping increased globally as physical stores shut down and people are ordered to stay home, however, this trend has not come close to offsetting the overall reduction in spending.

In South Africa, confidence levels about the economy are low – only 28% of respondents are optimistic about an economic rebound. Consumers say they are planning to cut back across all spending categories during the April lockdown, except on groceries and home entertainment. 

Consumers also revealed which shopping channels they plan to use when purchasing goods during the crisis, divided between online and in-store: with home entertainment, books, magazines, and newspapers likely to be consumed online while they’ll likely go in-store for groceries, food takeaways, household supplies, personal care products, skincare and makeup, footwear, accessories, jewellery, furniture and appliances, fitness and wellness apparel, alcohol, and tobacco.

With more time spent at home these days, it’s no surprise that South African consumers project considerable behaviour changes. The table below shows how they were planning to allocate their time to home activities that will help them get through the tough days ahead.

 

Category Spend less time Stay the same  Spend more time
Cooking at home 3% 28% 69%
Texting, chatting, messaging 5% 29% 66%
Using social media 6% 32% 61%
Reading news online 9% 28% 63%
Watching movies or shows 11% 26% 63%
Watching live news 10% 30% 61%
Watching video content 13% 30% 57%
Online learning 24% 30% 46%
Meditation/ mindfulness 22% 36% 42%
Reading fiction/ non-fiction 25% 37% 39%
Exercise 24% 43% 34%
Playing video games 33% 27% 40%
Working 46% 33% 21%
Reading physical newspapers 49% 27% 24%
Online shopping for groceries 52% 23% 25%

 

McKinsey’s report shows that the coronavirus pandemic is causing disruption and uncertainty in all aspects of daily life, from work and finances to socialising and travel. By sharing these stats on how people are adjusting their shopping and online habits, we hope you’ll find some useful insights that will help you connect with customers and keep your Search and Display, and Social marketing strategies relevant during the current turmoil. 

 

 

 

Will a change to your domain name affect your SEO?

Will a change to your domain name affect your SEO?

SEO is extremely important to your website. When implemented properly, it can help to ensure that your site ranks high on Google’s search engine results pages (SERPs) and is therefore more noticeable than your competitors. However, there may come a time when you need to make significant changes to your website, and those changes could have an impact on the success of your SEO. If you’re considering making a change to your domain name, then first consider the possible effects of this move.

Your domain name is an integral part of the identity you give your website when you create it. It’s this identity that will hopefully distinguish your site in a significant manner from the multitude of other websites that are currently online. Creating a domain name is, therefore, an important step in making your site recognisable online.

That being said, you might find that your domain name needs a change at some point. There are several reasons why this might happen.If your business is undergoing a process of rebranding and is changing its name, then you’ll need to change your domain name in order to match that new branding. Another reason might be that your current domain name hasn’t helped your site gain a sufficient amount of traffic, so a change might spark a little more interest amongst members of your intended audience.

Alternatively, the nature of your specific industry might have changed to the extent that your current domain name seems irrelevant, inappropriate or unhelpful when it comes to distinguishing your product or service within the relevant marketplace. You simply might not even like your domain name. Lastly, you might want to change your domain’s extension. It’s possible that you bought a domain name with an extension that wasn’t too well-known and you now have the opportunity to acquire a better one. 

Whatever the reason, if you do feel a change is necessary then make sure you think it through beforehand. This is because changing your domain name will affect your SEO rankings. A change to your domain means that all links on your website will not work anymore. As a result, Google will not be able to categorise these ‘dead links’ and your content will subsequently not be ranked.

There are, however, a few steps you can take to minimise the negative effects of changing your domain. Firstly it’s imperative for you to create a thorough backup of your current website. Your next step before making the change is transferring your website to its new domain. Last, but not least, you have to inform Google about the changes you are making. Google will then update the domain and your listing will be up to date.

No matter your reason for doing so, changing your domain name will definitely affect your SEO rankings. As you’ve seen, however, there are ways of mitigating the negative effects of making that change. Follow the right steps and your new website domain will hopefully find itself gaining traction at a steady rate on Google.

Why video content is a valuable tool to use

Why video content is a valuable tool to use

Video content is an especially beneficial and versatile means of engaging members of your organisation’s target audience. In fact, it has proven itself popular amongst South Africans and is deemed a necessary tool. The Media Online notes the relevance of YouTube and how, as of November 2019, 42% of South African’s watch videos on their mobile phones. Meanwhile, South Africa Today highlights the need for more diverse forms of content, one of them being video, and also recommends the regular use and promotion of video content across social media channels. There are various reasons why video content is such a useful avenue for businesses to promote themselves. Here are three of them.

Video content is concise

One great thing about video content is its effectiveness in delivering information to viewers in a quick and concise manner. With one click of a play button an audience member can be given all the information he or she needs in a short space of time. The trick is to say exactly what you need to say about your product or service in the sufficient amount of time. If it’s Facebook you’re advertising on, then your videos can only run for 10 to 30 seconds, while on YouTube they can run for 30 second to a minute. If you can effectively promote your brand in that amount of time, then you’re on your way to piquing peoples’ interests.

 

Videos can tell vivid stories

With video content you’re able to use more than just words to convey a message to your intended audience. With striking visuals that tell a compelling narrative, you’ll be able to grasp a viewer’s attention with greater ease and more immediacy. Of course, time is once again a factor in your storytelling, but if you manage to tell a story that’s both visually exciting and relevant to your brand and audience in a limited amount of time, then you’ve done your job properly.

 

Videos are great for user experience

A concise piece of marketing with striking sounds and visuals already has a chance of engaging and appealing to members of your audience, but there are other ways in which video content is great for user experience. Firstly, once a video appears in front of an intended viewer and they click on it, they’ll immediately be immersed in the experience of it and won’t have to do anymore searching or scrolling to receive the information they need. The content is right there, being played in front of them. What’s more, videos are easily accessible on multiple devices, so a user’s experience won’t be affected if he or she is watching on a laptop or a smartphone.

 

A well made video advertisement will go a long way with consumers of your brand’s products and services, not least because video content is so easily accessible on a variety of devices and across numerous platforms. Provide your audience members with a piece of marketing material that immediately grabs their attention with striking visuals and sounds. Also make it concise enough that they receive all relevant and necessary information. Do all that, and you’re well on your way to increasing your audience.