Interactive Video Marketing Platform

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December 14, 2017 • Featured, Interactive Ads, Video Marketing

Science of stockpiling during retail flash sales

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Hitting $5 billion in transactions in less than 15 minutes on Singles Day, made this the biggest day in online sales this year. This trend is slowly becoming prominent in Asia and the reasons behind this consumer behaviour of buying products in bulk during special occasions is clear.

“It’s not that we need Singles Day,” Alibaba Group President Michael Evans said in an interview with CNBC. “It’s the opportunity for merchants and consumers to have fun and engage in something that’s really exciting. It’s the opportunity for consumers to explore and find new brands and new products.”

Consumers are set to be more diligent and prepared in stockpiling during these flash sales. They will rely on digital platforms to get the latest information on trends, product and brand reviews, exchange experiences or compare prices. At an integrated level, interactive video and social channels will be essential for brands to provide content and opportunities for valuable engagement.

In this age of ‘New Retail’ where online-offline integration is ever-changing and retail innovation is dynamic, shoppers are more savvy and e-commerce promotions will need to be swift, transparent and easy to execute to meet the increased demand during flash sales.

Here are some of the ways in which retailers could polish their pages, expand their digital offerings to attract consumers with a tendency to “stockpile” during flash sales.

 

  1. Retail pages should look at creating more interactive content be it shoppable videos, tutorial videos or educational videos. Whether it’s to engage with elements directly, unlock access to further information, and disclose their opinion on topics, shoppers will find themselves drawn to a page with interactivity and staying on the webpage for a longer time.

 

  1. Fashion and beauty websites will also need to blend online and offline user experience into a cohesive, friendly one. Through the support of platforms such as Wootag, consumers can use the store locator to direct them to nearby purchase points or for them to host practical guidance in the form of tailor-made video portals, podcasts, and slideshows.

 

  1. Featuring localised content for a flash sale for public holidays or special occasions. To attract consumers to browse more, create customised product packs and knowledge of the festivals such as Lunar New Year, Hari Raya or Thanksgiving.

 

  1. Consumer brands should also work on developing buyer persona driven content: These should suit the personas of the Convenient Shopper who buys things at times that suit them, Emotional Shopper who goes online when they are bored or the Seasonal Shopper that buys things at specific times of the year. All three buyer personas are in the practice of stockpiling and there needs to be call to actions developed to suit the personas’ respective needs. These could include interactive videos that showcase the needs of the shopper profiles.

 

  1. Tease FOMO (Fear of Missing Out) content:  You will want your consumer to aspire to a greater quality and have an emotion of ‘missing out’. To capture the consumer’s attention, introduce an exclusive, niche product with a limited release not only in quantity but for a limited time.

 

  1. Engage with customers (Customer-service content): Flash sales have the added bonus of increasing traffic as well as engagement, so it’s important that you or your team are available to answer questions, thank purchasers, and keep the momentum going.

 

  1. Data-driven pages for contented consumers is the way forward. Identify using geolocation tools a data-driven and location-based audience that show the most interest in your products. By presenting customised ads to the identified group at the optimal time, it’s a wise opportunity for effective conversion.

 

From Amazon, GroupOn, Alibaba and others, flash sales are taking the globe by storm. Consumers will no longer be looking at discounts but product quality and range. Mobile and tablets, apparel, footwear and electronic categories will be the most popular products with home furniture and luxury items also on the increase.

 

By providing consumers with the right mix of interactive and engagement tools, flash sales can be a viable opportunity. With accurate expertise and content that proves valuable, it is the perfect pitch to convert consumers into loyal and repeat ones and who will recommend the site both mobile and on socially.

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December 7, 2017 • Interactive Ads

Driving curiosity, emotions and significance in travel videos

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A little known fact is that most travellers are happiest when they are planning and researching their vacation as opposed to when while travelling. That means their decision-making and emotional contagion is most promising before departure.

Digital video is a powerful tool for targeting travellers during the planning and research stage – the visual impact is useful at conveying a point of view and triggering an emotion-driven action. Forbes conducted a study revealing how people react strongly to emotions and emotion-driven storytelling is most likely to engage broader audiences.

In our following examples, we will show you the most effective ways of creating videos with a compelling story. These videos feature memorable takeaways, inspire curiosity and anticipation, make your potential customers feel significant and engage with their everyday life.

Storytelling that drives emotions will engage well

Destination videos are not just about selling an Instagram-styled dreamy lifestyle filled with places to be “seen and heard” and yawning landscapes. By having a relatable aspiration and believable storyline, audiences enter a “safe zone” where they are more likely to share your story and be an ambassador of the experience. Countries brand themselves with videos that showcase their depth and diversity. In Macau’s Vibrant Moments, Palestine’s Spirituality of Palestine, Colombia’s Colombia is Magic Realism and Hungary’s More than Expected, the art of their storytelling lies in being true to yourself and slowing down to absorb your surroundings. Be it exquisite nature, the peace of calm reflection or high-intensity adventure, travellers want to be able to let their emotions be captured, point of view mirrored and have the story speak to them.

Adopting travel vloggers as your “point person” with a point of view Lending a credible and compelling point of view to your travel video may not come naturally without the right voice so you’ll want to have a travel vlogger do it for you. Enabling an authentic, personalised first-person view experience of a destination is a considerable boost when it comes to enhancing audience decision making. Kombi Life is practical for low budgets, entertaining and humorous, following a backpacker’s four year drive from Chile to Alaska. The hit video series has over 110,000 followers and features a mix of Top Gear-styled guidance with The Bachelor’s sensational drama.

Create impact and calls to action through integration

You don’t want a seamless and visually appealing piece of content faltering. Make sure your viewers aren’t dropping off and respond with the right call to action with a substantial implementation plan.

Combine integration, placement and messaging to see an increase in demand
from passengers, drive bookings and comparisons as well as develop awareness
of your product variants. A video for Visit Denmark allows users to design their
own itinerary based off selected interest and were able to post, share and book
their ‘self-designed’ itinerary. This ability to combine passions, aspiration and
independent decisions makes their video strategy one worth following!

04-2Catering to intention

Figure out what exactly your audience desires most so you can craft a story that drives a huge relevance to users with strong persuasion and emotional connectivity. Is it inspiration, freedom, education, practical advice or latest news?
Connecting the loop of emotional connectivity to personal interest to their actions is next wave to audience engagement. Rather than merely giving comments or liking a video, your video will need to have a well crafted call-to-action that gives them the ability to act.

Recognising a misperception among Americans considering Holland as a destination, the Holland: the Original Cool campaign is looking to redefine its reputation in the United States. The video urges using humorous educational points and tapping into American passions, for undecided Americans to travel and see it for themselves.

Make purchase points accessible and interactive
Interactivity drives the human touch which bumps engagement and connects with real-time ease. Having interactive elements in your travel video allow you to focus on the unique and conversational – be it a locally known expertise or product to an iconic attraction. The bonus of interaction will allow content that stands out and resonates with your audience. Wootag has seen more than 15% of viewers interact with products and services due to their relevance which leads to engagements within video for booking and travel planning.

More purposeful campaigns and personalised websites with the help of video
With a website that’s more personalised, visitors can look forward to receiving
content that is more contextualised and purpose-driven. Each site or campaign visit offers a unique experience and users feel contented that they are able to consume the right content that identifies with their thoughts and matches their interests. Spanish Iberian Airlines polled its customers about their dream destinations and who their ideal travel partner would be. It then used the data to create personalised emails to whomever they had identified as a travel companion with a greeting card that contains specific interest points.

Feature interviews/dialogue with locals

Travellers appreciate having an insider tip or opinion in the video they consume.
Be it insider knowledge, special traveller tips or a meaningful conversation, these
videos will have stories that will be shared both on social media and by word of mouth to other travellers. In a travel campaign for Accor Shanghai, the hotel group spoke to residents about the evolving identity and appearance of the city’s lesser known points.

Create storylines that focus on “stress reductors”
Travelling can at times be frustrating and frantic, an aspect which many videos and commercials fail to capture. By weaving practical knowhow and essential trip preparation in a novel and exciting way, your video is likely to see many social shares and have people leave comments and ask questions. According to the New Road to Happiness Study, the following situations are ones that create the most stress in travellers and your video should articulate concerns and provide tips on these topics:

Wasting time figuring things (28%)
Being unfamiliar with the destination (25%)
Managing transportation (21%)
Driving curiosity and anticipation leads to engagement (20%)

Videos with powerful stories increase the likelihood of viewers sharing them as they wish to let others connect. As humans are curious beings with a need to aspire and relate to others, the impact of seeing a place through the eyes of a real person will stir in viewers emotions that translate to distinct calls to action. By creating stories with education and awareness that viewers find meaningful, you’re set for a viewer following that will look out for your storytelling and engage with the relevant actions.

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November 21, 2017 • Featured, Interactive Ads, Video Marketing

Global Content Forum 2017: Product relevance and content personalisation key to engaging audiences

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The demand for content personalisation intensifies as audiences grow more transparent in their choices, varied in their interests and inconsistent with their buyer behaviour. There are language and cultural differences faced when scaling globally and within each market, you can segment audiences through numerous indicators.

Regardless of the industry you work in or your interests and consumption habits, there is a wealth of content in the marketplace customised to your individual needs.

Making sure the content is identified and consumed by the right person and followed with the right call-to-action requires a careful marketing mix of product relevance and personalisation.

Wootag was recently honoured as ‘Marketing Technology Company of the Year’ by Mumbrella 360 Asia for the platform’s capability to help brands scale to market and expand to new audiences. The platform also supports brands in developing their engagement, interactivity and visibility in Asia.

At the Transperfect Global Content Forum, Wootag had the opportunity to sit in on the sessions and gleaned some takeaways on what it takes to succeed in the fast-moving global content space.

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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 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 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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October 10, 2017 • Featured, Interactive Ads, Video Marketing

Loving It, never trust a clown

Movie marketing is no longer confined to trailers and static videos as audiences have become more accustomed to something with a twist and in different formats.

The latest fast food war between Burger King and McDonald’s sees Burger King trolling McDonald’s with the motto “Never trust a clown” in the screening of horror flick ‘It’.

The film involves a creepy clown as the arch villain in the movie and by making reference to it, it displays Burger King’s brilliance in combining satire, guerilla marketing and product placement then woven into a major blockbuster. What a whopper Burger King!

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 5, 2017 • Featured, Interactive Ads, Video Marketing

Videos that go from ‘many’ to ‘one’ to drive digital impact

Video digital many to one

Marketers face a formidable challenge in trying to reach a broad audience across market segments and geographies in the shortest time. For CPG plans, this can be particularly complex. Where video was formerly used to tell stories and create brand awareness, there is a need to distill it to product awareness, acquire customers and drive sales. Video will drive purposeful intentionality and originality, and similarly tackle these priority goals of a conversion funnel.

The potential and promise of video lies in its interactivity. This interactivity requires the user to participate by making decisions and taking actions. With a well crafted interactive video, you can enjoy more substantial viewing times, greater brand and product awareness and higher rates of engagement. More thoughtful and relevant video also leads to generating more insights into your user’s profile and an ability to optimise content effectively for the right viewership. Fit your brand’s narrative with your viewers’ personal brand and you’ll have a meaningful relationship that’s built to last.

With a bird’s eye view of audience understanding, conversion, engagement and awareness, you’re set up to succeed at adding a human touch to a rich digital experience. Know what you stand for, who you are and what sticks and ticks with the person you are trying to speak to.  By thinking interactive, you’ll have a combination that blends personalised touchpoints, collaborative formats and relevant stories.

Keen to learn more the human touch for digital engagement and sight and sound that stir brand loyalty?

Download this free e-book which will walk you through tactics for making sure your videos are interactive and personalised drawing you closer to your viewer. Get your brand from ‘many’ to ‘one’ and moving to stay true to itself.

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October 3, 2017 • Featured, Interactive Ads, Video Marketing

Building stories for pleasure

Creating an user experience that will keep you hooked whilst providing useful guidance is a tough act to follow. Lowe has long been associated with their DIY hacks and with the help of an idea from Facebook, they’ve pulled off something worthwhile in your toolkit. Narrow, unattractive spaces are given an extreme makeover with a nudge and a lift using Instagram stories and transformed into something beautiful and usable. Audiences have the liberty to play architect, interior designer and engineer at once as Instagram Stories provides the framework and flexibility. Innovative? Check! Plenty of fun? For sure! Helping people with their projects in an easy to follow and independent away? That’s something special and you can start work on anywhere! 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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