In 2010 Gartner listed video as one of the top ten strategic online technology trends for 2011. With the year nearly three quarters over, their forecast seems justified. Consumers' appetite for streaming videos over their desktop, tablet and mobile devices is not abating. Seeing its potential, marketers in general are increasingly joining the online video trend as a way to get their message across more effectively – and to greater numbers.
Subsequently, more than two thirds of UK marketers are expected to have increased their online video ad spend in 2011 (IAB figures). With easier ways to consume video content and faster download speeds the trend shows no sign of slowing. So how can you get video marketing working for your business?
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The advent of social media marketing continues to provide many opportunities for businesses to make real connections with customers. However, your social networking plans should enhance, rather than replace your email marketing activities. While Facebook's usage figures are impressive for example, they are still blitzed by the number of people that own and use an email address.
An effective email marketing strategy still has a key role to play in the modern marketer's online arsenal, working cohesively with other activities in order to create touch points with customers at a level they are comfortable with. The question then is not 'should I use email as a means to stay in touch with customers?' but instead, 'how do I build a targeted, responsive email list?'
The decision to invest in an online presence for your business is no longer in question. The challenge now is more to do with how to differentiate yourself online, how to stand out from the 'cyber crowd'. Ideally, what makes you unique and engaging to your customers offline should be reflected just as effectively online.
The rise of social media has opened new and exciting opportunities for bringing businesses closer to consumers – but ultimately your website should also 'speak your customers language'. The following guidelines are designed to help you to develop a website which communicates effectively with your target audience.
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