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Marketing Team Resolutions You Need to Make in 2019

“Cheers to a new year and another chance for us to get it right” - Unknown

While everyone else may be thinking about their upcoming New Year’s resolutions, marketers are setting up their next year’s marketing objectives. To set up your marketing department for success in 2019, there are three simple resolutions your team can adopt. Focusing on one of these resolutions could overhaul your marketing ROI.

RESOLUTION #1: “LEVERAGE OUR CONTENT BETTER”

The first of three possible marketing resolutions for you to adopt in 2019 can be found in how you leverage the content itself. A strong marketing department is not necessarily a content factory, chipping out new ideas day after day. Most likely that department is strong because they spend time completely developing their content, leveraging as much of the resources they have as possible before creating something entirely new.

Making the resolution to optimize your content will force you and your team to become more creative, resourceful, and can help your brand reach new audience bases that you may have previously left untapped. Make the choice to start small by transcribing a blog article into a video or a podcast and almost instantly reach an entirely new audience without having to “think” of something new.

RESOLUTION #2: “MEASURE AND TRACK OUR MARKETING DATA”

When it comes to tracking marketing investment returns, the next new year’s resolution is imperative: measuring and tracking marketing data. Generally, the glamour in marketing is found in the copywriting, the design, or even the idea for the next promotion. However, the real marketing value can be found with those who collect and evaluate the data. Tracking marketing data can seem like a daunting task but having one place to track and store that data really helps. In fact, capturing that data and letting it become the driving force behind your marketing efforts can even boost ROI up to 8 fold.

Tracking, recording, saving, and sharing your marketing data -  everything from website conversions to the performance of an individual ad - is a resolution not for the faint of heart. Data driven marketing is not the most glamourous of efforts but harnessing its power can bring about glamourous results. Set capturing and leveraging data as your 2019 marketing resolution and get ready to fine tune your craft to the finest degree.

RESOLUTION #3: “USE OUR MARKETING TECHNOLOGY FOR MORE EFFICIENT COLLABORATION”

Some say that collaboration is one of the most efficient ways to expand any creative effort, especially marketing. It is no surprise that the third new year’s marketing resolution you need to keep in 2019 is enhanced collaboration, either through your technology stack or offline collaboration efforts. Not only can bringing together the members of your team in one defined place assist with repurposing and leveraging all of your content, but it can help with obtaining and analyzing the collected data. Additionally, open lines of communication and collaboration allow staff members to have more confidence and personal investment in the overall efforts of their team.

Collaboration is easier than you may think. These days, team members who don’t even share the same physical office are tasked with and accomplish incredible marketing initiatives each and every day. A new year’s resolution centered around improved team collaborative efforts can be as simple as leaving feedback on a project and knowing it will actually be seen by all members involved. It doesn’t have to mean spending more time in meetings or being halted by “group think” delays. This resolution means each member of your team has the space, resources, and ability to be an open addition to the team by leveraging all your organization’s technology to support the change.

A new year is always the perfect time to plan for improvement  With careful planning, these resolutions will definitely help your team save time, save money, and position your campaigns for huge return on investment.

Why 2018 Was a Breakthrough Year For Video Marketing

If you scrolled on Facebook or passed any time on Instagram during the year 2018, you were first-hand witness to a rapid trend in marketing: the video. Ironically, this trend is not really new since television has long been the media king. But as the internet and our favorite apps move to become more like television, the video marketing creative has skyrocketed with popularity in 2018 to capitalize from that transition. From an engagement, budget, and branding perspective, videos just make sense.

The facts on video in advertising are staggering and all signs point to more videos, which helps the consumer point to yes. Interestingly, the addition of video to your marketing model could lead to revenue growth of up to 49% Even emails have seen the benefits of using videos with a 96% first email click through rate (CTR) increase on the first email alone.

A few other factors contributed to the boom in this marketing trend. As a marketer or even an entrepreneur, it is important to know why video is so critical and how you can use it to our advantage. Here are four ways your team can collaborate and benefit from using video marketing.

Social Media And “Video First”
Social media outlets know they are replacing the old days of television entertainment, but they also know television worked well for a reason. Recently, social media giant, Facebook, integrated their “Video First” policy. The other major social media channels followed suit and now it is not only easier to find and consume videos online, but to broadcast and share them. Unlike posts with just content that are often suppressed, Facebook actually pushes videos to the consumer’s newsfeed. In a time where marketers have to follow “pay-to-play” rules with almost every post, getting any extra push to reaching your leadbase is worth trying out.

Paid Videos & Advertisements
Speaking of “pay-to-play,’ it is important to discuss the impact of videos in paid advertisements and promotions. First, 46% of users will watch a video, then immediately make a buying decision. If the user happens to really enjoy the ad video, they are 97% more likely to buy right then and there. In addition to pushing your own videos, teaming up with an influencer in your industry can also bring in significant results. Typically, influencers are heavy video posters, and their reach and engagement while discussing your product can be quite the boost to your marketing efforts.

Brand Authenticity & Engagement
Whether you are a solopreneur who is recording a video with your cell phone or a top-earning brand with a large enough budget to hire a video production company, your videos should give consumers an indication of your brand culture. With today’s interconnected social market, consumers who feel the brands they use resonate within their own ideals, lifestyle, or goals are significantly more likely to opt in as a customer.

Personal videos that speak to and show you understand your customers builds confidence in your brand and helps you stand out from the crowd as an authentic force to be reckoned with. In a way, the videos can help humanize your brand which helps your leadbase feel a lot more comfortable doing business.

Low Cost, High Return

When it comes to using videos in your marketing plan, 2018 showed that you can be comfortable with your budget and happy with your results at the same time. Videos do not have to break the bank and do not require a large amount of money to be considered a successful marketing creative. Many high yielding videos are simply an individual using their mobile phone in selfie mode to share a message. Unless you are hoping to debut your video during the Super Bowl, a large investment to get started recording is just not needed.

Keeping It All Together
As you begin building and creating your own video content library, keeping it all organized can quickly become overwhelming. To get the most out of your video recording efforts, make sure you have a viable digital asset management (DAM) system in place that can give you easy access to repurpose, collaborate, and innovate.

Videos in marketing are here to stay. With the internet taking over the title of “Media King” from television, the addition of video in your marketing will be taking over too - if it hasn’t already. If you are looking for a low cost, yet incredibly effective marketing tool that is favored by social media outlets and consumers alike, video marketing is for you.

OneVigor to Showcase Edisen as Conference Sponsor at Henry Stewart DAM San Diego

Team will present Edisen DAM solution at TechLab session and participate in panel for over 300 attendees

November 13, 2018  – San Diego, CA – OneVigor is pleased to showcase Edisen, a creative management solution for digital asset management and marketing workflows, as a sponsor at the Henry Stewart DAM San Diego conference. Held at the San Diego Bayfront Hilton, Nov 15-16, this is the West Coast's leading conference dedicated to Digital Asset Management. DAM SD provides attendees the opportunity to experience real world case studies, interactive panels, workshops, and the newest developments in the world of DAM. For DAM users, Edisen represents a centralized way to collect, store and manage higher volumes of media, including large video files, images, and office documents. With Edisen, brands can also manage their creative workflows more efficiently to get global campaigns to market faster.

Edisen will participate in two events:  a TechLab session and as a panelist during a Video Workflows session.  The first will be on Thursday, November 15 at 4:00pm where Edisen will present “Seize the DAM: How DAMs Can Simplify Lives for Better, Faster Work.” During this TechLab session, Edisen will share tips, tricks and real-life use cases that show how to leverage DAMs and smart creative management tools for collecting, creating and connecting content.  Users will learn how to collect content in a way that makes it easier to find across organizations, customize and manage the creation of content across teams, offices and markets, and connect that content to a broad range of audiences and partners.

In addition, on Friday, November 16 at 9:40am, Ryan Bettencourt, Head of Product, will participate as a panelist in “Video Workflows: Why are they so hard to manage?” This session examines how media and creative workflow solutions can be architected, implemented and integrated to support the entire content lifecycle including concept planning, content acquisitions, creation, scheduling, localization, transcoding, and delivery.

“We are proud to participate as a thought leader in this DAM and creative operations conference,” says Shayna Smith, COO. “Companies are creating more and more content for distribution to a growing list of channels and it’s just becoming difficult to manage. Edisen was developed to streamline those creative workflows and help brands do better work without sacrificing quality and speed.  We are excited to discuss these marketplace challenges in person, as a community.”

The Edisen team will be available for demos during Henry Stewart DAM SD. Please contact info@edisen.com to schedule time or connect with any questions.

About Edisen
For over 15 years, OneVigor has developed industry-leading content distribution and media management solutions for the world’s biggest brands. By extending OneVigor’s technology to the world of brand marketing and creative management operations, Edisen is the smart way to handle marketing workflows and digital asset management challenges. The Edisen solution is a robust platform for collaboration and distribution, guaranteeing industry-proven security for global brands’ content and media. With companies creating and organizing larger volumes of content and distributing that content to a rapidly growing list of outlets, Edisen enables companies to streamline global branding workflows and save significant time and money.  The addition of Edisen to OneVigor’s portfolio of products represents a true one-stop solution for the media industry. For more information, visit www.edisen.com and www.onevigor.tv.

Harnessing a DAM for Effective Internal Communication

Harnessing a DAM for Effective Internal Communication

Communication in the workplace has always been essential, and the benefits of effective internal communication are overwhelmingly positive for all levels of the business. Strong internal communication impacts all aspects of the business including employee retention, productivity, and could even impact your frontline brand awareness. But besides email and instant message tools, where else can your organization leverage effective internal communication opportunities?

Unexpectedly, marketing technology has become a venue for open collaboration and communication.

For example: would you consider the place where you store your assets a place for open communication? A simple way to overcome communication barriers is to integrate the use of a digital asset management (DAM) system in your company. Whether it’s a webpage, a blog article, a company mission, a logo, or even a flyer, having all of those digital assets compiled together in one place can be the perfect resource to start opening up the communication process. If it’s for a collaborative project, repurposing old content, or even just ensuring all of the branding stays loyal to itself, sharing one location for these resources removes the inefficiency of trying to communicate about them in several different platforms.

This reduction of scattered communication naturally empowers the individual to dive in and strike while the idea iron is hot compared to when or if they locate an older piece of content. This is especially important for social media marketers who need to fire out content in a matter of hours versus a matter of days or weeks. A DAM would not only keep all of your digital resources in one easily accessible place, but your ability for team collaboration and discussion is centralized (i.e. everyone can comment there vs. sending an email with the asset and watching the email thread splinter into different conversations.)

For marketers in general, organized access to needed resources is important, but properly understanding why and how to use those assets is arguably much more significant. Consider the old carpentry adage: “measure twice, cut once” and apply it to your team’s ability to perform well. By knowing everyone in your group can easily access clear communication on objectives and goals for each project or campaign (i.e. “I’ve added the creative brief to the assets we’re discussing”), you are ensuring each staff member has what they need to do their job as efficiently as possible (i.e. “Thanks for letting me know we didn’t need two versions of that logo. I thought I saw an email that said otherwise.”).

Teams should always have easy access to a central feedback loop to report their roadblocks appropriately. This transparency is reassuring to the organization at every level and promotes ultimate efficiency in the workplace. Leveraging a digital asset management system allows your marketers a way to consistently stay transparent from the “measuring” stage to the “cutting” stage.

Do you think integrating a digital asset management (DAM) system in your company could help alleviate some of your own internal communication roadblocks? Leave a comment below to start the conversation.

Content Marketing with a (Re)purpose

Content Marketing with a (Re)purpose

Does this sound familiar? You spend hours researching an idea for a new blog post. You spend time to write it and create the perfect graphic to accompany it. After hours and hours, you’re finally able to post it to your web site and all your social media channels.  But what happens next? Does it have its 15 seconds of fame and then fade away? Are those hours just a big waste?

Luckily, marketers are discovering the importance of repurposing the assets they’ve already created.

If you could reach more leads, provide greater brand recognition, and generate even more revenue by re-using the work you’ve already done, why wouldn’t you? It almost sounds too good to be true, but the fact of the matter is that repurposing content is absolutely possible and practiced by some of the most successful brands out there today.

There is no secret to repurposing content. Any organization or marketing team that stores, tracks and manages their digital assets has the ability to easily turn already made content resources into new lead generating power.  Repurposing content offers the opportunity to save not just time and money, but can even boost your overall marketing ROI.

Here are a few easy ways to leverage your already-made content:

Blog Articles

Formerly the meat and potatoes of any content marketing department, blogs have seen a shift in recent years. Your audience is presumably flooded with blog articles related to almost any topic out there today. However, that doesn’t mean your blog content needs to go to waste.

Getting creative with your copy means repurposing these blogs in new, fresh ways. For example, changing a blog article to a guide or even changing it into a script for a podcast will allow a potentially new audience to consume your content in a way that makes better sense for them. Blog articles can also be an excellent source of quotes or snippets to use on Facebook, Twitter, and LinkedIn. Pull out the most interesting details from your blogs and use them to grab more attention. Well written blog articles are filled with excellent content and are a lucrative place to get started with your repurposing efforts.

Graphics & Designs

Your visual content can often be the most priceless of all of your assets. Not only can you repost images on social media, but they can be reused in email campaigns, blog articles, eBooks, presentation slides, and so much more. If your marketing team has design creatives that are piling up, don’t just let them sit dormant in a folder. To get the most return on your marketing investment, let those designs be seen again.

Video Content

Over the last year alone, videos in marketing have gained incredible popularity and with good reason. As the internet moves to become more like television, videos are more favored by essentially all social media and networking outlets, which means they are more likely to be seen in your lead’s newsfeed.

Not only can much of your content be transformed into video form, the videos themselves can be repurposed into new, individual creatives. First, impress your audience with the video, then repurpose that content into a guide, a white paper, an eBook, a podcast, or even re-sending the video itself as a replay.

Internal Data

While not your typical content marketing asset, if your marketing team is tracking measurable data from their efforts, you are able to glean more than just performance information. Using your own internal marketing data can be a strong tool to share and promote with your audience.

Not only will your audience benefit from the data you have collected and the insights your team took away from analyzing that information, but the inside peek at your organization is practically irresistible. Repurpose your internal data into blog articles, a case study, statistics for social media, infographics or more. You did the hard work of collecting the data, so you might as well use it and share that knowledge with your audience.

 

As a marketer, your ability to repurpose content and practically eliminate waste in the marketing room, should always be a goal. Not only does repurposing your content save your organization time, money, and resources, it allows your content to reach a new audience that may not have ever been possible before. Any business or marketing team that has a firm grasp on their already made content can easily begin repurposing and redistributing their ideas today.

3 Reasons a DAM Is a Content Marketing Goldmine

3 Reasons a DAM Is a Content Marketing Goldmine

10 years ago, content marketing was buried gold. Today, we’re experiencing a gold rush of content marketing assets. While the explosion of content marketing is a benefit for consumers doing research, the real challenge for marketers is not creating it, but how to manage and access it later.

Ultimately, the success of your content marketing goldmine can be impacted by your ability to create, organize, and distribute your ideas.

A Digital Asset Management System (DAM) helps you organize and track all of your photos, videos, campaigns and more. But best of all, it brings your brand to a whole new world of marketing agility. You can save time while you streamline your workflows and even foster a profitable environment of collaboration and creativity. Content marketing needs will continue to rise year after year, so brands can no longer ignore exploring a DAM system.

Top 3 Reasons For a DAM System:

1 - Agility - An agile marketing department is just as important to your brand as an agile development team. Leveraging a DAM system allows all of your digital resources to be housed in one, centralized location. Staff can search and easily locate resources with just a few keystrokes. Ideas are no longer lost while searching through folder after folder on your computer.

If your business has been distributing content for a long period of time, a DAM system can be especially helpful to avoid completely redoing work all together. An agile marketing team not only saves an incredible amount of time, but consistently and easily stays ahead of the competitive curve.

2 - Cost Savings - With saving time and increased agility comes the benefits of efficiency and most importantly, saving money. The money saving benefits of integrating a DAM system are actually huge. Imagine you have a marketing team of three people, individually making around $50,000 a year. If they each spend an hour a day looking for content, your company is wasting $18,750 each year.  That cost only increases when a marketing team spends time recreating something they couldn’t find.

If saving money is not a solid enough benefit from leveraging a digital asset management system, how about a boost to your ROI? If you can save $20K in lost time alone, just imagine the revenue you can pull in instead. Instead of digging through clutter, your team can be creating promotions, tracking data, or even researching new ways to engage your lead base. All of those actions lead to more return on your marketing investments.

3 - Improved Team Creativity & Collaboration - Without the stress of searching for (and often not locating) digital resources, conditions are already improving for the creative thinking process. With a centralized location and the ability to streamline all of those curated content gold and ideas, the team can easily work together to collaborate, expand on older content, and add to the new collection for future use.

A Marketing Safety Net

Your brand’s marketing should always strive for creativity, and with a strong digital asset management system in place, your team will have a safety net to eliminate distractions, stress, and wasted time while the creative process flows and your marketing thrives.

Just like the gold rush of the 1800’s, content marketing “prospectors” today must be resilient in order to succeed. Finding the right DAM system helps your business become more creative while saving money at the same time. Whether it is increasing your marketing agility, streamlining your workflows, saving money, or just fostering creative collaboration with your team, a Digital Asset Management system can be an absolute goldmine for your brand and your business.

 

MarTech Madness

Not too long ago, it felt like you would never hear “marketing” and “technology” in the same conversation. But it’s become apparent that marketing technology and operations are now the backbone of modern marketing.

Nothing illustrates this evolution more than The Marketing Technology Landscape Supergraphic, a visual organization of vendors in the marketing technology space across different categories. Digital Asset Management, CRM, Collaboration, Mobile Marketing, Projects & Workflows, Video Marketing – the categories go on. Created by Scott Brinker of ChiefMarTec.com fame (with help from Anand Thaker on the data side and Jeff Eckman on the visualization), the supergraphic grew simply out of Brinker’s fascination with the collision of technology and marketing and the impact it was having on marketing.

‘It’s meant for a pretty broad audience: basically anyone who has a stake in understanding how marketing is changing. It’s just one facet of how marketing is changing, but it’s a very interesting one. It has a lot of ripple effects,” Brinker recently said in an interview with Velocity Partners.

This year’s graphic was released in April and highlights the now 6829(!) vendors in the marketing stack, a long way from 2011 when there were only 150 vendors. It’s hard to imagine that in only 7 years, the number of marketing technology vendors has grown that much. But there is no question that marketing has become a data-driven department.

So now the hard question: what tools should you use?

As Brinker told the CMO Council: “It’s a bit like asking whether artists are having more success with oil painting, sculpture, or photography. The tools are advancing in all categories. It’s really a question of how good different marketing organizations are at applying them in the right context.”

Marketers need to work technology into their overall strategies and decide which solutions will fulfill their mission. Is your organization leveraging content marketing to drive SEO? Is your goal to just get your data and assets in order? Will social media be your focus?

Luckily, based on the growth of this supergraphic, marketers definitely have more choice than ever: The Marketing Technology Landscape.

 

Edisen, LLC, Empowers Global Brands with Release of Progressive Marketing Platform

Marketing professionals are enabled to streamline branding workflows, allowing them to save significant time and money

June 25, 2018  – San Diego, CA – Edisen, LLC, a software-as-a-service solution to create, share, and optimize marketing content and campaigns, is pleased to announce the release of its progressive platform for global brands. The Edisen platform is user-friendly technology that empowers marketing professionals to transform their business challenges into compelling brand stories. With marketing teams and creative groups being asked to create, store and share growing volumes of content to rapidly expanding channels of distribution, Edisen is a timely solution for marketing challenges around the world. Before Edisen, companies were forced to manage their content across a wide range of online storage systems that offered very little additional features to leverage that content.  Edisen gives users not only a better way to store and share media, but also offers tools to collaborate around the creation and distribution of that content. Brands are enabled to connect and collaborate with their teams across multiple locations without sacrificing creativity and speed.

As a sister brand to OneVigor®, Edisen users have peace of mind that their media is expertly handled by the same technology that powers OneVigor PitchBlue, the content distribution industry standard for major television stations/groups. This secure technology is trusted and deployed by over 1700 television stations currently distributing billions of dollars of content.  In addition to the creators of PitchBlue, the Edisen team is comprised of media executives from some of the world’s major global brands experienced in solving today’s pressing marketing challenges. The team will work to expand the Edisen footprint in every major international market by partnering with global content partners that drive value for marketing professionals. With a 360-degree view of customers’ workflows and business goals, Edisen is focused on using real customer use cases and creating advanced features that will result in more innovative marketing campaigns and brand stories.

With the launch of Edisen, the marketing community can now:

“Media management is currently a huge challenge to customers,” says Magnus Sorlander, CEO of Edisen. “We know that companies are shepherding media worth billions of dollars through many unconnected systems. One tool to share videos, another to send images, or rely on YouTube to store content. With Edisen, marketing professionals can now focus on their brands and not worry about all the tools they need to use. Companies have stories to share and Edisen will enable that.”

About Edisen, LLC
Edisen, LLC is a privately owned, media technology company led by a group of experienced media and marketing executives from leading global brands. Powered by OneVigor PitchBlue technology®, the TV broadcast industry’s largest syndication distribution platform, Edisen brings its users robust tools for collaboration and distribution and industry-leading safety and security of content and media. With companies tasked with creating larger volumes of content, keeping that content organized, and distributing that content to a rapidly growing list of outlets, Edisen enables companies to streamline global branding workflows, allowing them to save significant time and money.  For more information, visit www.edisen.com.

Time On Your Hands?

If you’re taking time to read this blog post, thank you for giving up what most marketers are considering their biggest challenge for 2018 – time.

Recently, ClearVoice (a collaborative content management platform), surveyed 1000 marketers to find out their biggest challenges for 2018.

The top 4 results were:

  1. Time
  2. Content Production
  3. Establishing Crediblity
  4. Abundance of Marketing Channels

Lack of time impacted content marketing the heaviest. Concerns ranged from:

It’s no wonder that the challenge of time and content production are tied so closely. Every marketing organization knows they are only as strong as their current content marketing inventory but coming up with original ideas that are valuable on a continual basis can be tough.

In the survey, 51 percent of marketers cite content quality as the biggest challenge to establishing credibility. This is why it’s so important that content is genuine, especially in niche industries. That kind of credibility and passion is necessary to transform content into lead conversions.

And in a double-edged sword, marketers now have more channels than ever to reach audiences. But has it become too many? There are still not enough efficient ways to distribute content to hit constantly growing channels.

So what’s the solution?

According to the 2018 B2C Content Marketing Benchmarks, Budgets, and Trends - North America, marketers can achieve success with the following:

With these goals in the back of everyone’s mind, it seems that time can be spent much more wisely.