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November 16, 2017 • Featured, Interactive Ads, Video Marketing

Mumbrella 360 Asia: Content with a dedicated human touch, relevance and honesty

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Honouring the brightest, boldest and most innovative in advertising, digital media and beyond, the Mumbrella 360 Asia conference had a strong focus on the ever-changing world of content marketing.

Wootag was thrilled to be named ‘Marketing Technology Company of the Year’ and be placed in the league of brands that are recognised for their ability to engage audiences through a combination of content and product relevance. The platform received the accolade for allowing holistic 360-degree views of the product, creating a culturally aligned user experience that resonates with viewers and product intelligence around the brand’s touchpoints.

The speakers, including those from Reuters, VICE, Buzzfeed, Click2View, BBC Storyworks and Under Armour Sports argued for the importance of content that is culturally relevant, unique and useful to a specific target and that produces something that is actionable and authentic.

Wootag had the opportunity to sit in the sessions and here are observations that make for good food for thought.

Return on Investment in content is more than dollars

ROI is usually a term everyone is hounding marketers for in terms of actual dollar to dollar ratios. These could include measuring retained customers, the percentage of customers who engage with your content and that are still social followers or active readers a year down the road or the extent to which a single piece of content can be repurposed for other uses.

Relevance and authenticity are easily forgotten

When designing a piece of content, it is crucial in asking the following:

  • Who we are trying to communicate to?
  • What are they interested in?
  • What is happening in culture in the spaces they are trying to play?
  • What value can the brand give to the audience?

Whether your audience segment is infantile or mature, it is a conversation you need to be having all the time. As culture is what shapes our decision making, priorities and the things that we will share and openly talk about most, it is essential that your content is able to comprise these. Content that is able to pass the litmus test of cultural relevance will develop a connection that is meaningful and foster long-lasting audience relationships.

Develop your content as a place for uniqueness

If you are covering a topic that has already been entrenched in readers or viewers’ minds, ask these questions, “What can I add to this that will be relevant and interesting to my readership?” or “What outstanding questions can I offer my company’s expertise to answer?”. As an indicator, ask yourself if it is content you would be proud of sharing on a social channel or through an electronic mailer. Being unique in your offering also means you have created content that responds to the challenges your community — be it cultural or professional — faces each day.

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Thought leadership can be cliched and needs careful thought around it

Everyone wishes to have the allure and prestige that comes with being positioned as a thought leader. However, you need to have a solid backbone of insights and a firm opinion that hasn’t already been articulated. You’ll need to present a case for how the status quo is wrong or imbalanced and then develop a solution that is logical, cohesive and well connected to the people in the space.

Telling a story about a brand well means integrating all points of view

Agencies working with Pfizer and British Petroleum are aware about the rift between their communications and legal department. Being able to speak to both sides and identify their challenges before piecing them together was what made the Brunswick Review able to secure coveted interviews and exclusives as they were able to deliver something that meant to the reader apart from typical growth news and which indirectly developed brand loyalty and a sense of anticipation.

Keeping up to tabs with changing audience behaviour and the wider product chain

BBC Storyworks’ Nicola Eliot and Under Armour Sports’ Yvonne Tey both are cognisant of driving longer term goals and greater awareness through content that’s repackaged to suit new behaviour and that is product-centred. To achieve these would involve adapting content to fit changing audience behaviour as well as merging content with the larger product roadmap.

Ms Eliot emphasises that emotional affiliation is key to audience engagement. As readers and viewers are all emotional beings when it comes to storytelling, there is an investment required in how emotions map our brand awareness. In a bid to drive more meaningful conversations and accurate assessments, the current technology adopted at BBC is examining ways to understand what emotions certain types of content are triggering and understand at what story points should content best draw out emotions.

Ms Tey is an ardent advocate of having content that is intuitive and integrates with other sales tools. For organisations to succeed at content distribution, utmost importance is placed on getting sales representatives to be ambassadors of your content, imparting skills on how they can best disseminate and weave that into conversations as well as use content to sync into the entire product flow chain.

Authenticity comes in telling stories that trigger emotions and reveal depth

Canon wanted to use the power of storytelling to produce photos that were inspiring and  to show their uniqueness. Featuring narratives about medieval traditions in Italy, the underground subcultures of London and Berlin, integrating inequality in Cape Town and wellbeing as a Swedish philosophy, these photographs sparked debate, triggered an emotional response and changed the perspectives of community, travel and a sense of place. This was a winning balance at demonstrating both content and product relevance in appealing to the sentiments of its target group.

Unforeseen places and unexpected relevance will build engagement

Content in unforeseen places and of unexpected relevance will always be remembered by consumers. There is a valuable hook in providing emotional touchpoints or integrating product variants, content with a human touch will go the extra mile, allowing your audience to be engaged in all aspects.

Whether it is simplifying how to communicate brand values, positioning yourself within a lifestyle market, targeting a sub-interest group or building relevance and rapport in a new country, you’ll want to think through about the most effective way to add a human touch to your content.

Images courtesy of Mumbrella 360 Asia.

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November 9, 2017 • Featured, Interactive Ads, Video Marketing

Wootag recognised as ‘Marketing Technology Company of the Year’

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The Mumbrella 360 Asia awards is the industry metric for the most innovative and most creative players in the media, marketing and advertising industries, and beyond. Wootag is deeply honoured to receive recognition as ‘Marketing Technology Company of the Year’.

Using video touchpoints and real-time insights, brands are propelling towards interactive video for develop closer ties and relevance to their user base. Brands that understand the tensions that customers are facing and regard their time and decision-making as paramount will have the highest audience engagement and succeed in market penetration.

Raj Sunder, Founder and CEO of Wootag says, “Wootag is pleased to be able to help brands create more well-synced and available touchpoints and help scale their audience engagement and data insights. Video interactivity will be the force driving their overall brand integration and technology to help them be more personalised and culturally relevant.”

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November 8, 2017 • Featured, Interactive Ads, Video Marketing

Championing and shaping audience engagement with interactive technology

 

Audience Engagement

Audiences are becoming increasingly fragmented and detached in today’s digital space. They hold autonomy and discretion of which content they wish to consume and the content that they engage with most will be the ones that get top-of-mind and global reach.

Indeed, in this day and age of excess, quality content that is useful and unique, timely or taps on technology to project a memorable personality will be the champions of audience engagement. Hence, technology has an increasingly powerful impact on determining audience emotions or driving their curiosity. Similarly, its power sees brands strengthening their relevance and loyalty among followers.

Real-time responsive advertising in London’s Piccadilly Circus

Many of today’s heavily populated cities are conceiving new ways of engaging with audiences that are responsive to urban lifestyles and that fit to the pulse of changing consumer behaviour. Particularly, merging video with technology to activate personalisation for brands.

In London, a city whose identity is constantly evolving, and where the competition for creativity is keen, it’s a tough act to keep audiences interested, engaged, and most importantly, take action. The iconic screens of Piccadilly will soon be equipped to display targeted ads and engage with audiences based on tracking ages, genders, social sentiments and moods of the group.

According to the Verge and Wired, brands making an entrance on the rotating interactive screen include Samsung, Coca-Cola, Hyundai, and L’Oreal.

Wootag’s immersive video experience, integrating online and offline

Imagine a scenario where while watching a video, the consumer has the freedom and mobility to decide and design their own call-to-action. Wootag puts the viewer at ease and allows you to tag anything be it a product, location or person into segments of the video.

You can also drive brand integration and brand recall as there are options for the user to add a product to cart on an e-commerce site, leave a bite-sized review, show where your store is located or purchase concert tickets. With this comprehensive range of actions, the user will never have to leave the video window at any point!

Facebook video makes interactivity a rewarding option

Audience engagement is the core area of focus at Facebook with its staggering customer base of over 1 billion. This figure is almost equal to the population of India or China. Through Facebook, engagement comes in various forms including creation, consumption, social sharing among others.

Facebook video is the content medium drawing the highest and most effective engagement on their newsfeed in comparison to the likes of images, GIF, articles or text-based posts. Publishers such as the Guardian and New York Times have also begun using more videos to strengthen the reach and impressions of their content.

Video formats such as hacks, tips and how-tos and videos that are entertaining and valuable receive the most shares on Facebook and this is a great way to tap into the preferences of your audience. The wealth of data that Facebook holds also allows you to reach a broader audience group with your video, which you can customise to suit your objective be it brand awareness, lead generation, store visits or product catalogue sales.

Engaging wider audiences with the right plan

Be it consumer brands, travel and fashion platforms, events, news media or musicians, live streaming is the most effective form of audience engagement. Unifying your users and getting them aligned on a set of desired actions is what will define the customer experience of tomorrow. By making intelligent decisions and mapping technology to back your business objectives, you’ll have a time-saving and sensible structure to engaging wider audiences.

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November 2, 2017 • Featured, Interactive Ads, Video Marketing

Millennial 2020: Driving human connection in digital commerce

 

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The Millennial 2020 conference celebrates the continuous innovation of start-ups and changes taking place in the digital commerce experience.

With a flurry of change, the digital commerce revolution leaves users with much to aspire to and be excited about. It’s tough staying on top of experience-led campaigns and understanding how best to use the variety of platforms and technologies, which leaves Millennial 2020 as a prime space for learning, exchange and synergy.

Wootag is honoured to be named as one of the 30 most promising start-ups under the Unilever Foundry, a recognition of reinventing the customer experience, injecting interactivity to video and adding a human simplicity to digital commerce.

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October 31, 2017 • Featured, Interactive Ads, Video Marketing

First Look Asia: Wootag on shopper interactivity

blogpost-template2 (4)The ways in which we shop are becoming increasingly effortless and diverse. There is also pressure for online stores to think outside the box more and find newer ways to engage and retain customers.

Wootag is delighted to chat with Channel NewsAsia’s First Look Asia for our perspective on how today’s user experience will be driven by curiosity as well as a desire for relevant content.

In a mobile-hyperactive world, shoppers are looking for increased convenience, reducing time and money, and lightening their burdens. Raj Sunder, CEO and founder of Wootag, shared with CNA alongside a panel comprising EY and Adatos AI, about the way in which technology is redefining the way people shop and the new frontiers of merging both online and offline shopping. 

 

 

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October 26, 2017 • Featured, Interactive Ads, Video Marketing

Interactive and immediate travel videos win consumers over

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In today’s surplus of online travel content, consumers are savvy in making choices and discretionary when it comes to absorbing information. The responsibility of travel brands now lies in their flexibility, connecting with consumers wherever they are on-the-go. Getting that digestible, exclusive and mobile-friendly content into their hands will remain a goal for travel brands, one that they must evolve to keep up to terms with.

Be it airlines, hotels, destinations, tourism bodies, traveller comparison websites or Airbnb properties, they are all aware of the consumer’s purchasing cycle prone to change. This change is as much as their social media habits and content preferences.

In view of this constant fluctuation, travel brands need to reconsider their marketing strategy and pump resources into interactive channels. Today, social channels are the default space where people ask for recommendations, chat with live chatbots, look at social posts of a place and watch dynamic videos.

Instead of polished Photoshopped destination videos, consumers trust bloggers’ instincts, word-of-mouth from Instagram influencers and what is most frequently shared as what they trust and rate worthy.

Here are some of the features that consumers look out for in a video that helps to influence their decision and give the right prompts and action.

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October 24, 2017 • Featured, Interactive Ads, Video Marketing

The time of your life told through fashion brands

Fashion brand videos are usually about sculpted models in glamorous landscapes or trendy locations and nothing more. Abercrombie & Fitch long recognised as an icon of adventure and the outdoors has created a coming of age campaign targeting its audience of 21 to 25 year olds. Featuring young adults in significant transition points such as breakups, squabbles with colleagues and moving out of their childhood home, the videos compress stories into 30 and 60-second spots. The brand focuses on the unique stage of adulthood where experiences pivot change and explores issues in a refreshing and personable manner.

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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October 19, 2017 • Featured, Interactive Ads, Video Marketing

Staying on top of the pack with video-first marketing

blogpost-template2 (3)Last week, we took a look at what leading travel brands are doing to make their videos compelling and engaging for audiences.

Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure?

Google has drilled down the user journey to four differentiated components that capture the experiential edge of travel using moving stories. They are

  • I-want-to-get-away moments (Awareness-raising)
  • Time-to-make-a-plan moments (Offer information)
  • Let’s-book-it moments (Building trust, comparisons)
  • Can’t-wait-to-explore moments (Focus on experience)

Be it engaging with your viewer or raising awareness to building loyalty, video captivates audiences on all of these moments: “I want to get away”, “time to make a plan”, “let’s book it” and “can’t wait to explore”. It offers a collaboration and interactivity that will induce interest in your audience. With a crystal-clear storytelling format and personalised message, video is the platform-of-choice to differentiate your brand and sets you up for a rewarding and purposeful consumer journey.  

Here are some of the qualities that videos should have such that consumers are enticed to begin their journey.

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October 17, 2017 • Featured, Interactive Ads, Video Marketing

Travel relating to Asian audiences better

It’s about time travel brands started relating to Asian audiences better with removing stereotypes and killing restrained storytelling. Never think tourism videos need to be static with cliched storylines and aspirations driven by the Western media.

Destination Canada, the official tourism board of Canada has unveiled an anime short that focuses on a romantic adventure in the Great White North, famous for its rugged landscapes and natural beauty.

This moving and stylised short film was designed to boost international tourism and shift perceptions of Canada limited to the 3 Ms: moose, mountains and Mounties. With representations of Canadian icons from the Vancouver sculpture ‘the Drop’ to a downtown Toronto ice skating rink, the video looks set to reinvent representations of Canada as an alluring wintertime destination.

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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October 12, 2017 • Featured, Interactive Ads, Video Marketing

Why Travel Brands are Differentiating Themselves with Video

Travel differentiating with video

Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.

Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.

According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.

Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.

With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories with a local perspective.

Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in local culture. Jason Dorsey, a marketing author and speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”

We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.

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