It’s the next-generation communication technology which we focus on and we want to deliver to the UK business.
Joe Leverson is the Head of Digital Marketing at Gamma Communications, an award-winning technology-based provider of Unified Communications services to the UK business market, nonprofits and the public sector. Leverson, a digital specialist with expertise in branding and lead generation, serves as team leader of digital and creative at Gamma.
In this episode of Velocitize Talks, Leverson shares his thoughts on brand storytelling, AI (Artificial Intelligence), and making content more interactive.
Putting the content in content strategy (2:34)
There are now advertising platforms to promote your own content in your own environment where you can steer what you want to say and where your customers—people who are interested in you—can come and view what’s authentic.
In a comprehensive 2020 State of Marketing Report conducted by HubSpot, 70% of marketers say they are actively investing in content marketing, from blogs to video, and 77% say they have a content marketing strategy in place. As for brand promotion on social media, Facebook remains the top content distribution channel for marketers; LinkedIn is second.
Stories worth reading (3:51)
Trying to craft brand storytelling into every possible channel and every possible touch point is not going to work. That person doesn’t necessarily want to know the story that you’re trying to paint; they’re trying to get their problem solved.
Over the next five years, global spending on social media advertising is expected to grow by 73%. However, companies continue to create more text-based content than interactive and video posts, despite the fact that videos receive 48% more views on average than text posts.
The impact of video on storytelling (and on the consumer) can’t be overstated. According to a Wyzowl survey, 88% of video marketers report that video gave them a positive ROI; 95% plan to increase or maintain their video budgets; and of those who don’t currently use video, 59% plan to start.
Great expectations (4:52)
It’s been pretty reactive and driven by the customer experience. Customers are taking more from what their consumer lifestyles are. It’s instant. You expect the same in business and so brands are trying to talk more authentically.
According to Accenture, 75% of consumers say they are more likely to purchase from a company that knows their name, purchase history and buying preferences. This fact validates the importance of personalization in the customer experience, especially going forward. Gen Z, for example, is much more willing to share their personal information if they view a brand as authentic and trustworthy.
Human touch (5:52)
AI is all about being able to understand a little bit more about our customers and giving them that level of personalization which triggers the metrics I’m concerned with: click-through rates, conversion rates, impressions, on-page screen time. It’s information which needs to be given to creative teams to do their best human work.
In a recent study conducted by WP Engine, more than 93% of brands see a positive return on investment in AI. The report makes it clear that successful brands are able to balance personalization with privacy. In that sense, company values and AI need to be closely linked. (Check out Forbes’s list of best examples of AI to improve personalization.)
Destination website (7:19)
The website is at the heart of everything we do. It’s our single biggest source of lead generation. Having a website being the heart of the company and its marketing efforts is still absolutely relevant. It’s the sign of interacting with an authentic company.
Although the typical user visits a website for an average of 15 seconds, when it comes to demand generation, companies report seeing more than 470,000 website visitors, 1,800 leads, and 300 new customers per month. Businesses that employ the use of AI experience an estimated 60% better close rates than their counterparts.
Changing channels (8:40)
We’re seeing the death of the PDF and the rise of interactive multimedia. There are some cool platforms which give that interactive element like embedded videos, reader-centric animated infographics.
Reaching your consumers where they are, no matter what device they’re using, is becoming increasingly essential. So is the manner in which you reach them. Over half of consumers say they experience disconnects across the board. Omnichannel marketing strategies, such as audience segmentation, can help you identify your target consumer more easily.
AI gets personal (9:37)
The rise of AI is enabling [personalization] at a frenetic pace. We are now seeing the research, we’re seeing tried and tested 12-month campaigns. In the next year or two, we’ll be seeing personalization sweep away and go through the industry; then we will know the impact.
In a study conducted by Evergage, despite the fact that most companies understand the need for personalization, few believe they can deliver: 69% say they’re getting it wrong and only 31% say they’re getting it right. Marketers are increasing their use of AI in personalization as opposed to rule-based personalization in order to customize the customer retail experience, such as knowing the shopper’s buying tendencies (like certain brands, colors or sizes).
Our marketing philosophy has changed with the advent of new technologies becoming more prevalent and easier to consume.