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If you’re a naysayer when it comes to the power of video marketing, this might come as something of a surprise: YouTube now receives 3 billion views a day. That’s 34,722 hits every second.
This huge increase in traffic has been turbo charged by the recent boom in television content. For instance, you can watch all Indian Premier League matches live through YouTube, just as you can catch up on programming from Channel 4 and 5 here in the UK.
It’s a growing platform, quickly becoming a distinct medium unto itself. Original content, including the streaming of live concerts and sporting events, has helped propel the viewership upwards. Of course user-created content is still a massive draw for visitors and is helping to bulk up the available videos. In fact, there are over 48 hours of content added every minute, up from just 8 hours in 2007. It’s a behemoth, unparalleled in size or in visits.
Of course, from a marketing point of view, this increase in competition may be seen as a bad thing. If you want to have your content seen, you don’t want to have to fight for space with thousands of others. However, if anything, the higher levels of competing sites should encourage you; particularly if you’re focussed on creating quality videos – informative of humorous. Just like in a busy television schedule, viewers will always be able to sniff out the programming they want to watch, sharing recommendations as they do. As long as a video is properly labelled, it should be found.
3 billion views certainly can’t be sniffed at either, particularly for a site that was racked by financial losses and criticism of its management in its earlier years. These latest statistics help to affirm the fact that it is still the pre-eminent video site and should be your first port of call when looking to market your content. Whilst television may have helped it to achieve such staggering growth, user generated videos still have a part to play, as do viral advertising campaigns.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.