Marketing in a Multiscreen World

Attracting new qualified investors is complicated. They have been conditioned to ignore interruption-based marketing messages, have short attention spans, continually shift content consumption patterns, and demonstrate complex investment behaviors. All of these challenges are magnified in the multiscreen world. As investors move from device to device, advisor brands are expected to adapt to the needs and preferences, specific to each screen.

According to Google's 2012 report "The New Multi-Screen World,"90% of our daily media interactions are screen-based, occurring on smartphones, PCs/laptops, tablets, or televisions. And those interactions are rarely focused on a single screen or activity. Rather, potential investors are constantly shifting from screen to screen to accomplish tasks, what Google terms "sequential usage," or viewing more than one screen at the same time to accomplish related or unrelated tasks, which Google calls "simultaneous usage."

The device we choose to use at a particular time is often driven by the context of where we are, what we want to accomplish, and how much time is needed. Here is a look at how Google breaks down device usage in the multiscreen world:

  • Smartphones, which account for 38% of daily media interaction, keep us connected and are the most common starting place for online activities.

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How to Look and Sound Amazing on Camera

The thought of being in front of a camera can be terrifying for some. Will I look ok? Will I sound intelligent? Will viewers like me? Will the camera really add 10 pounds?

If this is you, don't worry – with a little prep you can look like a video star! Here are our top five tips for looking and sounding amazing on camera.

1. Find the right outfit

Fashion designers always say that when you're looking your best, you appear more confident, and they may well be right. What you wear on camera will play a large role in how viewers perceive you, so ensure you look professional and smart, but most of all, feel comfortable in your choice.

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Video is the New Black for Content Marketing

Content marketing was the buzzword for Advisors in 2014, resulting in marketers scrambling to create engaging guides, e-books, white papers, infographics, and blog posts to attract and retain customers. This year the trend continues, but something has changed – we're seeing the power of video take hold and dominate the content marketing space. It seems to be the new black!

The reason behind this trend is video's potential to reach and connect with millions of viewers worldwide. With video, the message is immediate, interactive and influential – something that a page of text is not.

Video is often the preferred method of communication for consumers, with video accounting for 78% of online traffic. This number continues to rise, with Cisco predicting that video will account for 84% of all Internet traffic by 2018.

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How Targeted Videos to Investors can Accelerate the Conversion Process

Video is revolutionizing the way brands connect with their audience online. No other form of content builds trust and drives conversions more than video. However, to be able to maximize returns on your video investment, it is extremely important to understand the buying funnel, and tailor your video content to target customers at the right funnel stage.

As noted at the 2014 ReelSummit (and highlighted by Oracle in its case study), brands need to start thinking of opportunities and create targeted videos with defined objectives that align to the buyer’s journey.

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