What is better, a website that converts 1% of 100 visitors or 10% of 10?
Our recent CLIVE ALIVE (see video above) event discussed "Creative Differentiation"
I've never heard of Quantity Service!
Is marketing just a numbers game or is it the quality of your visitors and customers that matters most?
At the recent Online Retailers Conference in Sydney I was amused at the disproportionate number of exhibitors promoting Search Engine Optiminisation (SEO). SEO is essential (it helps to qualify your web visitors) but it's only one small part of online marketing and customer engagement.
The influence of mass media advertising is descreasing - we are increasing influenced by online word of mouth testimonial.
12.5 seconds
The most critical element of a new visitor to your website is the first 12.5 seconds - it's in these first few moments that a new visitor makes a decision whether to stay or go.
What's your web visitor experience like? Did your website engage? Did it build trust?
What's your ratio of visitors to customers look like? Is it increasing or decreasing?
For the record the average across most retail sites is 1% - wow 99% of website visitors don't engage!
How well do you know your visitors and online customers?
I was very impressed with Core Metrics whole of customer cycle management system at the show.
How can you easily increase online customer engagement?
But a warning, not all rich media video is the same
A Few Tips on Rich Media with Video
Users appreciate quality content and production. For professional results use professionals - it's not about the technology it's about the communication.
Content must be relevant to the viewer. There's no point running a video for red meat on a vegitarian recipe page (unless you're out the convert buyer behaviour).
User control is important - allow users to quickly close or mute.
Cookie control functionality so your visitor is not getting the same message every time. Better still create a series of sequenced messages that create a conversation with your returning visitors and customers.
No buffering - No one want to wait five seconds or more for a website video to load and play. Rich Media video must be fast.
Keep your message real and to the point. Your in your viewers very personal space (less than a metre), value their time and eyeballs. Make your message sharp and to the point.
Entertain to inform (if required use professional presenters)
Professional Rich Media Video will dramatically increase your visitor to sales ratios.
For more information on creating effective Rich Media video please give us a call on 61 2 8005 8072
It is forecast over 90% of future Internet traffic will be video - covering everything from entertainment and advertising to health and education.
Australians now spend more time online than watching television and as we know media is increasingly fragmented. Today customer attention is scarce - you have an average 12.5 seconds on a website to capture attention and generate a call to action.
This group discusses developing effective digital media communications - from clients all the way to vendor solutions.
Each month commencing at 5PM sharp and running for an hour we'll hold an informative but social meetup group bringing together a wide mix of people covering film and video professionals; actors, presenters, sales, advertising and marketing people, Internet technologists, investors and clients.
Each month we'll have short presentations/ interview followed by short Q&A, drinks and offline social networking. This month
We've all suffered "death by Powerpoint". This months CLIVE-ALIVE event will focus on "effective online communication" and creating engaging content.
Our special guest speakers this month will be -
* Rose Fulete, National Advertising Sales Manager, CMPMedica (www.mydr.com.au) * Scott Maxworthy, CEO Max Media and Entertainment & Chris Schwager, Creative Director RidgeFilms * Jo Wilton - Professional Presenter * Andrew Brain, General Manager, Virtual Communications - a clients perspective
One thing about the digital media space is that it is never boring - there is constant innovation and learning but at the end of the day it's all about communications - which is people talking with people.
Digital communications is now embedded into all our lives - from your mobile phone, conventional email through to blogs, Facebook and Twitter.
As the NBN (National Broadband Network) pipe expands so will the range of digital products and services on offer. In fact, Australian's spend more time on the Internet than watching TV or with any other media (Neilsen/ Love Digital)
Video on demand, IPTV, peer-to-peer (P2P) video, and Internet video are forecast to account for nearly 90 percent of all consumer IP traffic in 2012 (Cisco), more importantly around those video elements will be a myriad of interactive services - many of which we haven't thought of yet - health, education, entertainment and so on.
The economy of tomorrow will be connected by this high speed network connecting Australian customers and businesses to the global market. At the moment Australia is ranked about 18th in the world and we are about 1% of the global GDP marketplace. The potential opportunity is substantial.
Australia has the potential to be world leaders - in fact the US is already looking at what we've done with the NBN but the answer is more than infrastructure - ie like power poles are to electricity - it's how you use and create that counts and with limited capital that requires strategy and focus.
If Australia is going to compete on the world market then we need to not only develop the technical infrastructure but the skills development, effective capital investment framework, digital media strategy and thought leadership for the next wave of Aussie entrepreneurs.
I forgot to mention in my last email our Presenter search, please find details below and feel to forward if you know someone who may be interested.
The Market
With high production cost pressure and increasingly fragmented audience attention there are limited growth opportunities in movies, TV and advertising roles for professional talent to help build their media profile.
Access to viewers has changed with the YouTube revolution BUT where's the money is often asked.
As you know with CLIVEevery website can now easily add a professional presenter or spokes person which significantly increases website visitor engagement. It provides a new revenue opportunity for talent.
Talent/ Presenter Search
As part of our ongoing expansion program we are always looking for new talent.
Australian exporters targeting International markets
Australian tourism targeting International visitors
Government and corporates communicating online to English as second language Residents
International clients (we did a job for an Israel company last month)
Over the next few months we will begin to include all kinds of talent - dancers, musicians, anyone/ thing we can put on screen who can perform, inform and sell.
If you know of any potential presenter/ talent then please feel free to forward this message on.
FYI - Audition Process
We've slightly changed the CLIVE Audition process - instead of going through the whole expensive audition and transaprent video encoding process each time we've broken it down into steps.
We do a call out, (through our network including you, Star Now and our subscribers)
Hold pre auditions (shoot to green screen) once a month OR they can submit the own audition anytime via Youtube (more).
If they are OK we post to our Pre Auditions page (potential clients can then see)
If there is client demand for a Presenter and they pass our selection criteria we then bring them on board as one of our Certified Professional Presenters
Video on demand, IPTV, peer-to-peer (P2P) video, and Internet video are forecast to account for nearly 90 percent of all consumer IP traffic in 2012 (Cisco), more importantly around those video elements will be a myriad of interactive services - many of which we haven't thought of yet - health, education, entertainment and so on.
