Driving ABM Success and Revenue with VideoBrightcove
Overview of core components of Account-Based Marketing and how to effectively plan and roll out a phased ABM strategy to engage a targeted group of prospects. Covers account selection and target contact identification, account insight gathering and plan development, account-relevant messaging and content development, account-specific interaction execution, and orchestration of multi-channel account-focused plays.
Streamlining Video Across the EnterpriseBrightcove
As video usage becomes more pervasive, companies are striving to streamline processes on the front end and tech stacks on the back end. Join Brightcove as we discuss how to
-align sales and marketing by creating video-centric workflows with CMS, MAP, CRM, and analytics integrations
-ensure external videos have reach while internal ones remain secure
-meet the challenges posed by globalization, including government regulations and localization
Marketing with video works. Video increases website traffic by 157%, increases time on site by 105%, and sites with video convert at two times the rate of sites without video.
In this slideshare, you will learn about the essential technologies for video marketing, how video fits within your overall technology stack, best practices to drive real results and how companies like Salesforce’s ExactTarget and Puma are executing video-centric marketing strategies at scale.
Driving ABM Success and Revenue with VideoBrightcove
Overview of core components of Account-Based Marketing and how to effectively plan and roll out a phased ABM strategy to engage a targeted group of prospects. Covers account selection and target contact identification, account insight gathering and plan development, account-relevant messaging and content development, account-specific interaction execution, and orchestration of multi-channel account-focused plays.
Streamlining Video Across the EnterpriseBrightcove
As video usage becomes more pervasive, companies are striving to streamline processes on the front end and tech stacks on the back end. Join Brightcove as we discuss how to
-align sales and marketing by creating video-centric workflows with CMS, MAP, CRM, and analytics integrations
-ensure external videos have reach while internal ones remain secure
-meet the challenges posed by globalization, including government regulations and localization
Marketing with video works. Video increases website traffic by 157%, increases time on site by 105%, and sites with video convert at two times the rate of sites without video.
In this slideshare, you will learn about the essential technologies for video marketing, how video fits within your overall technology stack, best practices to drive real results and how companies like Salesforce’s ExactTarget and Puma are executing video-centric marketing strategies at scale.
How to Invest in Video and Demonstrate Marketing ROI Brightcove
Video + Brightcove = Business ROI, a presentation from Brightcove at Salesforce's Dreamforce conference (2016). Learn how to create a video marketing strategy that speaks to customers and prospects across the customer journey, how to create videos quickly and easily, and how to track engagement and measure the success/demonstrate ROI of your video marketing programs.
How to Drive Engagement in a World of Content OverloadBrightcove
Content Marketing is a critical part of every best-in-class marketer’s strategy, but are we suffering from too much of it? As marketers, how do you create content that is relevant and timely for your customers?
This presentation reviews ways marketers can work smarter and develop engaging content that increases conversion rates on every device. You’ll learn how ExactTarget set themselves apart from their competition, doubled time on site, and increased website conversion rates just by implementing a dynamic video rich marketing strategy.
This presentation will cover:
* Content overload and what that means for you and your customers
* How to break through the noise with meaningful content that engages and converts customers
* Tons of real world examples for every industry on what content is working for them and why
* How video improved ExactTarget’s website visitor engagement with brands and products and reduced page bounce rates by 12%
You can view the ExactTarget video case study here: http://go.brightcove.com/bc-exacttarget-lp-b
We live in times where people are bombarded with information. In our everyday life, there are ads, product placement…etc. In business, there are cold calls, voicemails, emails, advertisements, retargeting…etc. and even our social channels are becoming monetized and commoditized. People are hungry for more human and personal connections, and marketers who pay attention to that have a lot to gain.
So let’s talk video. Video is the best way to make that human to human, social connection.
Why is that? The medium itself is the most engaging type that exists. Visual, audio, motion…personality.
Great video strategies engage socially with the audience by extending the brand in a human way.
What that means is providing meaningful, valuable interaction, not just product pitches.
Soundbites from studies on video use for online retailDuffy Agency
There is so much data on the results produced by video content that it can be overwhelming. Duffy Agency has combed over hundreds of articles to assemble a few fun facts and figures. This is not intended as a meta-analysis, but rather a filtering of results that may save you a little time on Google. As noted above take these remarks with a grain of salt. All are anecdotal, they span over a decade, and are often published by companies who are less than objective.
Read entire article "E-commerce: Video works, but how can it work best for your brand?" here: http://bit.ly/1zoMEgc
CX, CDP, ABM. We’re surrounded by buzzwords, opinions, and a lot of questions. Listen to marketing leaders from Demandbase, MerkleB2B and Digital Pi examine the state of Marketing Operations and how Marketo Engage fits into the complex puzzle.
- How do B2B trends impact your business?
- How will B2B evolve with Marketo Engage in 2022?
- What does the next generation of MOps look like?
Video marketing for Dummies: A beginner's Guide to Video MarketingParitoshSinha8
In this PPT we are going to show you how to do Video marketing and boost your business with the help of Video Marketing. Reference: https://www.appypie.com/video-marketing-strategy
Find out about Exaltus video marketing services
To see more of our presentations, visit https://www.exaltus.ca or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Driving Sales with Paid Search and Click-to-CallOptimizely
Over 60 percent of paid search advertising will take place on mobile in 2016. Thanks to smartphones and click-to-call, phone calls are now among the most important conversion metrics for search advertising. Agency and brand marketers must adopt new click-to-call optimization and attribution strategies to drive ROI from paid search in the coming year.
Learn from click-to-call optimization experts from DialogTech and Optimizely to learn proven strategies top marketers use to drive calls and revenue from paid search. You’ll learn:
- How to take advantage of new Google AdWords and Bing formats for click-to-call
- Which targeting and bidding options drive call conversions
- The A/B tests every marketer must perform to optimize paid search ROI
- The key data around phone calls you must capture to prove and optimize performance
Find out about Exaltus infographic design services
To see more of our presentations, visit https://www.exaltus.ca or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Multichannel Approach to Building Your Owned Email Marketing AudienceTinuiti
With ever-changing regulations, technology, and capabilities, the landscape of email marketing is constantly evolving. But one thing remains the same: it’s not going anywhere. Now more than ever, brands are relying on email to engage customers, share important updates, and drive online conversions. List growth is the key to scaling any successful email program but where to start? Join us as we explore a multichannel approach to email acquisition as well as retention and brand loyalty.
Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best...Filmteractive
Filmteractive Conference 2014 presentation - Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"
How to Invest in Video and Demonstrate Marketing ROI Brightcove
Video + Brightcove = Business ROI, a presentation from Brightcove at Salesforce's Dreamforce conference (2016). Learn how to create a video marketing strategy that speaks to customers and prospects across the customer journey, how to create videos quickly and easily, and how to track engagement and measure the success/demonstrate ROI of your video marketing programs.
How to Drive Engagement in a World of Content OverloadBrightcove
Content Marketing is a critical part of every best-in-class marketer’s strategy, but are we suffering from too much of it? As marketers, how do you create content that is relevant and timely for your customers?
This presentation reviews ways marketers can work smarter and develop engaging content that increases conversion rates on every device. You’ll learn how ExactTarget set themselves apart from their competition, doubled time on site, and increased website conversion rates just by implementing a dynamic video rich marketing strategy.
This presentation will cover:
* Content overload and what that means for you and your customers
* How to break through the noise with meaningful content that engages and converts customers
* Tons of real world examples for every industry on what content is working for them and why
* How video improved ExactTarget’s website visitor engagement with brands and products and reduced page bounce rates by 12%
You can view the ExactTarget video case study here: http://go.brightcove.com/bc-exacttarget-lp-b
We live in times where people are bombarded with information. In our everyday life, there are ads, product placement…etc. In business, there are cold calls, voicemails, emails, advertisements, retargeting…etc. and even our social channels are becoming monetized and commoditized. People are hungry for more human and personal connections, and marketers who pay attention to that have a lot to gain.
So let’s talk video. Video is the best way to make that human to human, social connection.
Why is that? The medium itself is the most engaging type that exists. Visual, audio, motion…personality.
Great video strategies engage socially with the audience by extending the brand in a human way.
What that means is providing meaningful, valuable interaction, not just product pitches.
Soundbites from studies on video use for online retailDuffy Agency
There is so much data on the results produced by video content that it can be overwhelming. Duffy Agency has combed over hundreds of articles to assemble a few fun facts and figures. This is not intended as a meta-analysis, but rather a filtering of results that may save you a little time on Google. As noted above take these remarks with a grain of salt. All are anecdotal, they span over a decade, and are often published by companies who are less than objective.
Read entire article "E-commerce: Video works, but how can it work best for your brand?" here: http://bit.ly/1zoMEgc
CX, CDP, ABM. We’re surrounded by buzzwords, opinions, and a lot of questions. Listen to marketing leaders from Demandbase, MerkleB2B and Digital Pi examine the state of Marketing Operations and how Marketo Engage fits into the complex puzzle.
- How do B2B trends impact your business?
- How will B2B evolve with Marketo Engage in 2022?
- What does the next generation of MOps look like?
Video marketing for Dummies: A beginner's Guide to Video MarketingParitoshSinha8
In this PPT we are going to show you how to do Video marketing and boost your business with the help of Video Marketing. Reference: https://www.appypie.com/video-marketing-strategy
Find out about Exaltus video marketing services
To see more of our presentations, visit https://www.exaltus.ca or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Driving Sales with Paid Search and Click-to-CallOptimizely
Over 60 percent of paid search advertising will take place on mobile in 2016. Thanks to smartphones and click-to-call, phone calls are now among the most important conversion metrics for search advertising. Agency and brand marketers must adopt new click-to-call optimization and attribution strategies to drive ROI from paid search in the coming year.
Learn from click-to-call optimization experts from DialogTech and Optimizely to learn proven strategies top marketers use to drive calls and revenue from paid search. You’ll learn:
- How to take advantage of new Google AdWords and Bing formats for click-to-call
- Which targeting and bidding options drive call conversions
- The A/B tests every marketer must perform to optimize paid search ROI
- The key data around phone calls you must capture to prove and optimize performance
Find out about Exaltus infographic design services
To see more of our presentations, visit https://www.exaltus.ca or sign up to our email list (https://www.exaltus.ca/email) to receive actionable marketing tips in your inbox a couple of times per month!
Multichannel Approach to Building Your Owned Email Marketing AudienceTinuiti
With ever-changing regulations, technology, and capabilities, the landscape of email marketing is constantly evolving. But one thing remains the same: it’s not going anywhere. Now more than ever, brands are relying on email to engage customers, share important updates, and drive online conversions. List growth is the key to scaling any successful email program but where to start? Join us as we explore a multichannel approach to email acquisition as well as retention and brand loyalty.
Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best...Filmteractive
Filmteractive Conference 2014 presentation - Sophie Rayers (Brightcove, UK) "Amplifying Content Marketing with Video: Best Practices for Telling your Brand Story"
Is your content marketing really making a difference? Although many marketers have embraced the idea of content marketing, many still have questions about the real impact and if their content is truly performing.
To help, Brightcove and Aberdeen launched a global research initiative with more than 1,000 global digital marketers. This research addresses several questions, including:
* How does content marketing impact website conversions?
*Does content marketing with video reduce your cost per lead?
* What are the best firms doing with content marketing?
Download the full research report and view a video interview with Brightcove VP of Marketing, Steve Rotter, and Aberdeen's CMO-in-Residence, Trip Kucera, on what content marketing strategies are working for best-in-class global marketers here: http://go.brightcove.com/bc-aberdeen-analyzing-roi
Video marketing: what it is and how it can drive your salesMabox Marine
View the video marketing playbook, including the top 5 ways to gain most value from this tool, along with the top 5 types for maritime marketing success
In This Webinar You Will Learn:
*How to establish a strong value proposition with a video.
*How to create a powerful distribution strategy.
*How to establish the credibility that creates consistent viewer engagement.
*How to create repeatable training.
*How to create your story, passion, why you’re in business
video.
*How to create a testimonial video.
*SEO visibility for videos
Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Jou...magnetmedia
Magnet Media & Vidyard Present: Using Video At Every Step Of The Customer Journey - Learn how to use video to grow your brand awareness, generate leads, and close business, with project examples from both companies.
Kiosked and Brightcove have teamed up to educate online retailers on how to tell their story through video and more importantly how to directly drive revenue through video.
Secrets to Leveraging Video for Marketing & Sales SuccessKnoxville HUG
In our Q1 Knoxville HubSpot User Group (HUG) meetup, Holly Yalove (KnoxHUG Leader and VIEO Design Principal & Cheif Strategist) presented "Secrets toLeveraging Videofor Marketing & Sales Success." At this first meetup of 2019, our HUG members learned tips and best practices for using video in sales, marketing, and service tactics including how to use HubSpot's new video integration.
Video Marketing to Drive Business Growth Vbout.com
Most marketers are aware of the importance of video and the intense rate at which it is becoming the most important content. The rise of smartphones and faster data speeds have all led to an increase in accessibility and the data shows that people prefer videos more than other content.
Cedar Smart Thinking: 8 Principles for Better Video Content Marketing Cedar
This comprehensive white paper outlines our 8 principles of video content marketing, providing brands with a step-by-step guide, from strategy to measurement, which will enable them to create compelling and entertaining video content.
YouTube for Social Marketing and Commerce, ExplainedGrant Crowell
Posting videos on YouTube, with a link from a retail site to YouTube, is the easiest way to get videos online. But ease of use comes with trade-offs, among them, less flexibility in creating videos that suit your own image and needs, and the fact that Google directs users who find your videos through web search to YouTube rather than to your own site. Learn the pros and cons, along with best practices so you can set up your YouTube program with eyes wide open, and build relationships that convert to real-world business goals.
Originally presented at the Internet Retailer Conference and Expo, June 10, 2014; and presented again with updates at Social Media Week Chicago on September 25, 2014.
http://www.irce.com/speaker/grant-crowell
Content and Commerce converge through online videoChris Reighley
Content and Commerce converge through online video - a Webinar with Do-Ipse, Invodo and MarketLive.
Presented by Chris Reighley, Russ Somer and Kristi Burton
Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)Michael Kolowich
See the full interactive webcast of this presentation at http://www.knowledgevision.com/fresh-ideas/webinars-webcasts/gameplan-online-video-strategy.
In this Content Marketing Institute Webcast from June, 2013, CMI Founder Joe Pulizzi hosts KnowledgeVision CEO Michael Kolowich and VideoLink's Stuart Siegal in a discussion on how to formulate and implement online video strategy for content marketing.
Video Marketing promises to be 2016's most effective digital marketing tool. Here's some ideas on how you can utilise video and animation within your business or organisation
Similar to Aberdeen and Brightcove - More than a medium: the case for a video marketing strategy (20)
Brightcove has an extensive partner ecosystem of over 200 Technology Partnerships in over 20 ecosystem categories to create an end-to-end enterprise-wide solution that seamlessly integrates video with your existing technology stack.
Nothing can move a product or drive website conversions the way video can. Video helps people learn more about your product, understand its appeal, and feel more confident buying it.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Epistemic Interaction - tuning interfaces to provide information for AI support
Aberdeen and Brightcove - More than a medium: the case for a video marketing strategy
1. MORE THAN A MEDIUM: THE
CASE FOR A VIDEO MARKETING
STRATEGY
DECEMBER, 2015
Andrew Moravick, Senior Research Associate
Marketing Effectiveness & Strategy
Dana Fugate, Director of Content, Brightcove
2. 2
AGENDA
I. Introductions
II. The Best-in-Class mindset for marketing with
video
III. How and what to measure to deliver ROI
IV. Where to spend and where to save for video
initiatives
V. Tools, technologies, and tactics to optimize
success
VI. Questions
3. 3
ANDREW
MORAVICK
Senior
Research
Associate,
Marketing
Effectiveness
& Strategy
Background:
Industry Experience:
• Content Marketing Manager & Editorial Director of CMO
Essentials, Aberdeen Group
• Demand Gen Marketing Manager, Harte Hanks
• Social Media Specialist, SnapApp
• Marketing Manager, PUMA International
• Marketing Coordinator, Eloqua
Education and Published Research:
• Lead Scoring: The Fundamentals & Factors in Best-in-Class
Programs, Aberdeen Group, December 2014
• The Nature of Lead Nurturing: The 4 Pillars of Effective
Programs, Aberdeen Group, December 2014
• Research on Net Promoter Scores published in, Smart
Business is Social Business, July 2011 by Michael Brito
• Bachelors in English from Saint Joseph’s College of Maine
4. 4
DANA
FUGATE
Director of
Content,
Brightcove
Background:
Industry Experience:
• Director of Integrated Multimedia, Apollo Education Group
• Video Strategy Group Manager, Sun Microsystems
• Executive Producer of Executive Communications, Sun
Microsystems
• Film and Video Producer
Education/Qualifications:
• Bachelors in Communication and Film/Photography, The Ohio
State University
Photo
here
6. 6
ABERDEEN MATURITY CLASS FRAMEWORK
DEFINING THE BEST-IN-CLASS
Selected Performance
Criteria (KPI)
Organizational Goals
Employee Performance
Bench Strength
Total
Respondents
- Top 20%
- Middle 50%
- Bottom 30%
Respondents are scored
individually across KPI
Best-in-Class
Industry
Average
Laggard
7. 7
ABERDEEN’S RESEARCH METHODOLOGY
PACE: END-USER INVESTIGATION
PRESSURES ACTIONS CAPABILITIES ENABLERS
External and internal
forces that impact an
organization’s market
position,
competitiveness, or
business operations.
The strategic
approaches that an
organization takes in
response to industry
pressures.
The business capabilities
(organizational, process,
knowledge management
etc.) required to execute
corporate strategy.
The key technology
solutions required to
support the
organization’s business
practices.
What is causing
organizations to think
differently?
What strategies are
they using to respond
to pressures?
Why are they achieving
greater success?
What technologies and
services are enabling
them to succeed?
!
8. 8
WHY ARE YOU CONSIDERING
MARKETING WITH VIDEO?
“Videos are so in
right now…”
“Video is the bee’s
knees for kids these
days…”
“By the year 2525, (if
mankind is still alive)
everything on the internet
will be in video form…”
“Because…”
Image source: http://www.thatcutesite.com/uploads/2011/09/cat_watching_kitten_nyan_cat.jpg
9. 9
WRONG!
“Videos are so in
right now…”
“Video is the bee’s
knees for kids these
days…”
“By the year 2525, (if
mankind is still alive)
everything on the internet
will be in video form…”
“Because…”
Image source: http://www.thatcutesite.com/uploads/2011/09/cat_watching_kitten_nyan_cat.jpg
10. 10
WHY SHOULD YOU CONSIDER
MARKETING WITH VIDEO?
Because your marketing efforts need to
support:
Customer interactions and
retention
Sales enablement
Thought leadership
Brand awareness and credibility
Lead generation / customer
acquisition
11. 11
WHY SHOULD YOU CONSIDER
MARKETING WITH VIDEO?
Because your marketing efforts need to
support:
Source: Aberdeen Group, April 2015
n= 162
65%
71%
79%
80%
85%
Customer interactions and
retention
Sales enablement
Thought leadership
Brand awareness and credibility
Lead generation / customer
acquisition
12. 12
Video is not a bright shiny new
object to play with; it’s a tool to
be used strategically.
14. 14
VIDEO & THE CUSTOMER JOURNEY
Customers are using video throughout the
customer journey with measurable results
– Awareness: SEO or social shares
– Engagement: email click-thrus, LP conversions
– Conversion: purchase, revenue
– Retention: further exchanges
– Advocacy: UGC and EGC, shares
15. 15
VIDEO FOR AWARENESS
Janssen is a personal health pharmaceutical
company, a part of Johnson & Johnson.
GOAL
Create awareness and brand integrity via rich
content video for increased SEO.
SOLUTION
Created non-Janssen branded microsites that gave
factual information on particular health issues, using
known personalities and experts in that area.
RESULTS
Top ranked in Google search results for IBD recipes
and other related searches when live.
16. 16
VIDEO FOR CONVERSION
Michael Hill is a multinational jewelry retailer
Goal
Increase conversion on e-commerce site
Solution
Create shoppable videos, where consumers buy
products directly from within the video by
selecting products shown on screen
Results (within 4 months)
• 85 percent increase in site visits
• 97 percent increase in mobile traffic
• 500 percent increase in transactions
• 290 percent increase in sales
17. 17
VIDEO FOR CONVERSION
Starwood is an international hotel and resort
company with 9 distinct global brands including W,
Westin, Aloft, St. Regis, and Sheraton.
GOAL
Increase conversion rates and prove ROI of
content.
SOLUTION
Created a separate portal and set of video content
for each brand. Placed site-specific video next to
order module.
RESULTS
• 2x bookings
• 2x revenue
19. 19
DO MARKETERS USING VIDEO
DELIVER HIGHER RETURNS?
[SPOILER ALERT: THEY DO]
Source: Aberdeen Group, April 2015
n= 162
20. 20
HOW DO MARKETERS USING VIDEO
HIT THEIR ROI GOALS?
• Do you have a linear path from video, to
conversion, to revenue?
• Do you have an objective where video is
intended to move the needle?
21. 21
THE LINEAR PATH TO ROI FROM VIDEO
MARKETING:
Viewed
video
Converted
& tracked
Purchase
made
Value of sale(s)
Production
cost
Hosting /
tech cost
Personnel
time costs
22. 22
THE LINEAR PATH TO ROI FROM VIDEO
MARKETING:
Source: Aberdeen Group, April 2015
n= 162
25. 25
VIDEO FOR ENGAGEMENT
Wiley is a global publishing company (Dummies series)
GOAL
Fast-track self-qualified prospects to conversion via
recorded webinar case studies.
SOLUTION
Emails and banners drive to landing page with gated
video. Video tied into both Eloqua and Salesforce. If
video viewed 50%, prospect goes to nurture. If video
viewed 100% it generates new lead in CRM & Sales
contacts prospect.
RESULTS
In under a month, video generated $75k+ into sales
pipeline.
27. 27
In the case of marketing with
video, “if you don’t use it, you
lose it,” is a healthy rule to live
by.
28. 28
VIDEO MARKETING PLATFORMS KEEP YOUR
VIDEOS FROM COLLECTING COBWEBS:
Source: Aberdeen Group, October 2015
n= 223
29. 29
WHERE TO SPEND AND WHERE TO
SAVE IN VIDEO CREATION
When to
Save:
• When “doing it
yourself shows what
you can do.
• For real-time, or fast
personal responses
• On simple “how-to,”
help, or FAQ videos
• When it’s about
people over
production.
When to
Spend:
• When a polished 1st
impression matters
• For immersive,
impactful experiences
• On tent-pole topics
that
are critical to buyers
• When standing
out requires you
to be
outstanding
Wiggle Room:
• Longtail content
• Inbound
marketing
• Content
marketing
• Lead gen
• Thought
leadership
33. 33
TOP TECHNOLOGIES FOR MARKETING
WITH VIDEO:
27%
32%
30%
55%
59%
53%
57%
59%
69%
83%
0% 30% 60% 90%
Marketing automation platform (MAP)
Social engagement platform (scheduling,
posting, measurement, monitoring)
Content management system (CMS)
Customer relationship management
system (CRM)
Web analytics
Percentage reported
Video Users Non-Users
Source: Aberdeen Group, April 2015
n= 162
34. 34
TRACKING IS A TENET OF
EFFECTIVELY MARKETING WITH VIDEO
74%
59%
52%
43%
25%
19%
0%
40%
80%
Track clicks and
downloads for specific
content assets
Track content campaign
performance
Track lead sources to
specific content assets
Video Users Video Non-Users
Percentagereported
Source: Aberdeen Group, April 2015
n= 162
36. 36
KEY TAKEAWAYS:
• Approach video with an intent to serve defined,
measurable marketing objectives.
• Ensure video marketing efforts can be
connected to revenue or marketing ROI.
• Don’t lose your humanity in the technology; use
video and marketing tech to amplify your
creativity and align it to what’s right for your
audience!
37. QUESTIONS?
For more information on this and other topics,
please visit aberdeen.com
Andrew.Moravick@Aberdeen.com
@Amoravick
https://www.linkedin.com/in/andrewmoravick
Andrew.Moravick@Aberdeen.com
@Amoravick
https://www.linkedin.com/in/andrewmoravick