ACtion Magazine - November/December 2015 - (Page 15)

Momentum you cannot ignore I Are you aware how dramatically online marketing will change over the next four years? Angie Kilbourne f your website isn't already geared towards ever-smarter moThe momentum shift defined by Cisco is not only staggerbile devices and providing video as a key component of the ing, it's occurring faster than many businesses are aware content you share, it's time you rethought your strategy. Acof. As consumers move toward wireless mobile devices cording to Internet giant Cisco Systems' most recent whitepaper, in general and to video-on-demand (VoD) content in parThe Zettabyte Era, the future of online marketing is rooted on beticular, challenging questions warrant your consideration ing mobile and video-focused - sooner than later. You can read and action: the full document at goo.gl/G8OESP. ● Are your company's marketing efforts focused on "Overall, global Internet traffic will grow at a compound anwhere your customers are and will be? nual growth rate (CAGR) of 23 percent from 2014 to 2019," the ● Are you transitioning as quickly as they are? authors note. But it's the nitty-gritty details that ought to grab your ● Is your pace ahead of your competitors? attention, for they foretell where and how consumers - your customers - will be communicating in the very near future. That's the How the 'smart' money stays ahead digital space that matters. Face new marketing realities. The Interactive Advertising BuCisco analyzed Internet traffic to and from all wireless and moreau (IAB) recently reported that of its 305 brand bile devices and compared it to traffic involvmarketers surveyed, two thirds are moving buding personal computing (PC) devices, such as gets substantially away from television and into ...A minute of online video. According to the IAB study, "There computers and laptops. Here are just a few of the compelling trends predicted to occur by video is worth 1.8 has been a 43 percent year-over-year increase in 2019, which is less than four years away: budget spending on online video that is fueling a million words." surge in online video content by big brands, who ● Total global Internet traffic will exare using established dominant platforms (e.g. ceed 2.0 zettabytes per year, which is YouTube, Vimeo or Facebook), and to a lesser exdouble the volume now, and 64 times the volume in 2005. tent, emerging formats (e.g Instagram, Vine or Flickr)." (Note: 1 zettabyte is just over 9.31 trillion gigabytes.) ● Wireless and mobile devices will account for 66 perBe aware the competitive field for digital space cent of all Internet traffic. Cisco analysts say PC-originathas been leveled ed traffic growth will slow to just 9 percent, while tablets, Traditionally, video marketing has been the preserve of big smartphones and machine-to-machine (M2M) modules brands with big budgets, says Cisco, but that isn't the case anywill increase to 65, 62 and 71 percent, respectively. more. Rapid growth in video technologies - sophisticated edit● Video-on-demand (VoD) content will comprise more ing software, inexpensive camcorders and even smartphones with than 80 percent of all consumer-oriented Internet traffic, HD video recording capabilities - now enable those with limited up from 64 percent in 2014. technical know-how to produce professional-looking videos. ● Consumer VoD traffic will double by 2019, and highdefinition content will rise to 70 percent in 2019 from 59 Become a storyteller percent in 2014. Think more like a publisher and less like a marketer. Successful publishers engage customer emotions by becoming storytellers, rather than just news providers. They made the shift to digital properties that reach any device their customers use. They also leverage video's unparalleled power to combine sound, vision and dialogue to bring stories alive, creating emotional connections between viewers and brands. The power to tell stories also can lure intended audiences to seek out and share content themselves. Have no doubt that providing online video content to the mobile devices your customers use is fundamental to the way people will increasingly consume content. This is not the time to "wait and see." Nor is it the time to go ostrich. To ignore the new realities is marketing suicide for any company that hopes to grow its brand online in the future. ❆ Forrester Research's Dr. James McQuivey " November/December 2015 * ACTION 15 http://www.goo.gl/G8OESP

Table of Contents for the Digital Edition of ACtion Magazine - November/December 2015

MACS 2016 Training
MACS 2016 Exhibitor List
Outlook
Service Port
Leonard's law
Virtual View
In Bin
Member Profile
Cooling Corner
Industry News
Association News
New Products and Services

ACtion Magazine - November/December 2015