Facebook Video Ads: What’s the ROI?

With the variety of common products available, often customers want to learn how a product or service works before purchasing. With more and more buyers using mobile devices to shop, 4 out of 5 shoppers say a video showing how a product or service works is important in their decision to purchase or not purchase a product or service. In fact, shoppers report research on mobile devices with visual content helps inform their product selection. As a result, Marketers who use video grow revenue ~49% faster than non-video users. But if a brand is going to use video, understand that shoppers of shoppers expect a consistent set of visual content across desktop and mobile devices.

Where does Facebook come into this equation? Over 100 million hours of video per day are watched on Facebook. (Techcrunch) It is reported that shoppers who view video are 1.81 times more likely to purchase than non-viewers and more than half of the marketing professionals worldwide name video as the type of content with the best ROI.

With over 1.5 billion users, ~1 billion users visit Facebook on their mobile device, so brands considering must think mobile first. What sets Facebook apart from its competitors is its unique ability to harvest vast amounts of customer information to create custom audiences, generate leads and build brands. The advantage is that it’s all within a platform that is already known for its engagement opportunity.

Facebook also  rewards advertisers for shares with cheaper views, cheaper clicks, and more impressions. This combination leads to an overall better ROI. The net-net is that retailers & brands should be seriously considering video advertising because advertisers cite a 40 percent increase in purchases as a result of video – specifically in the categories of apparel, home goods, and electronics.

While there seem to be many advantages, some businesses are holding back on video advertising because they feel video is too hard to make, or doesn’t produce conversions the way other ads do. But video content does not need to be difficult to create. There are vendors that make it easy, like Animoto. And attribution to video ads is easier often than TV ads because of the digital footprint.

Brands should also use the analytics Facebook provides and make sure to not waste budget by not segmenting your audience. Segmenting audiences can be done by looking at jobs, life events, relationship status, purchasing behaviors and additional segmenting can be done beyond this, for example geo-location targeting. Without segmenting an audience, marketing risk wasting their ad budget on the wrong audience and not generate the conversions expected.

In addition, as in any advertising, it’s important to include a call-to-action. A call-to-action can be as simple as Book Now for travel, Learn More for addition features on a product, Contact us for more information or Shop Now to be taken to the actual online store or landing page or a click-to-call button. But be careful – a call-to-action without engagement can result in consumers feeling “pushed” vs “pulled” into taking action. Include special offers and time sensitive, last minute deal to motivate consumer to come to a store, call or click.

If Marketers use a click to call button, make sure the contact center is ready to take the calls and knows what the special offers are. Consumers seem to prefer to call than fill out a web form and call convert to revenue 10X more than web leads. That is only true if there is someone at the other end of the phone to take the call intelligently. This means Marketers must ensure the ad copy and landing pages are optimized to drive calls and that they can attribute calls and the outcome to the right ad campaign so you can do more of the right thing and optimize the video marketing.

Dr. Natalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer Facing Applications

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Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming

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Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 

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Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming

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Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?

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Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce

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Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

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If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences

 

 

 

 

 

 

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I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today: https://www.constellationr.com/events/supernova/2016
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience
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Doing Something Really Interesting in IOT Customer Experience or Cloud Customer Service? Apply for a SuperNova Award!

The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. This is the sixth year of the Constellation SuperNova Awards. Are you using IoT to create great, new customer experiences. Has the move to the cloud made your customer service more agile and the customer’s experience much better? If so, let us know. We want to hear your stories of using and developing:

  • IoT
    • IoT and creating awesome Customer Experiences
    • IoT and creating awesome Customer Service (Field Service)
    • IoT, the Customer Experience and its affects on Customer’s and Businesses Security/ Privacy
    • Using IoT to deliver smarter Marketing
  • Cloud
    • Using the Marketing Cloud to Increase Conversion, Targeting, Relevancy…
    • Using Customer Service Cloud to Service Customers Reactively, Proactively and Drive Marketing
    • Using the Customer Experience Cloud To Drive Awesome Customer Experiences
    • Using the Sales Cloud to Grow Win Ratios…

We will be recognizing nine individuals who demonstrate true leadership in digital business through their application of new and emerging technologies. We’re searching for leaders and teams who used disruptive technolgies to transform their organizations. Special recognition will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

Are you really on the leading, bleeding edge? Then we are looking for you! If you are not on the edge, you are taking up too much room! We’re searching for the boldest, most transformative technology projects out there. If you or someone you know has what it takes to compete in the SuperNova Awards, fill out the application here

What’s the Timeline look like? I kinda hate to publish this, because everyone looks at it and thinks- Oh August – I have plenty of time! Don’t kid yourself. It takes time to not only do a great project but also document it! So don’t wait to the last minute… If you are up to something special, start jotting down your project info so you won’t be late with application submission!!! And make sure you have data to show your results!

  • February 8, 2016 application process begins.
  • August 8, 2016 last day for submissions.
  • September 7, 2016 finalists announced and invited to Connected Enterprise.
  • September 12, 2016 voting opens to the public
  • September 21, 2016 polls close
  • October 27, 2016 Winners announced, SuperNova Awards Gala Dinner at Connected Enterprise 

Why bother? There’s lots of Rewards! Besides getting to hang out with me :-) and a ton of other really outstanding and amazing leaders, and get to hear what the top companies in the world are doing, you’ll also get…

Wondering Who Are the Judges?

The judges are technology thought leaders, analysts, and journalists selected for their futurist mindset and ability to separate substance from hype. The SuperNova Award Judges carefully evaluate each SuperNova Award application against a rigorous set of criteria. Judges will identify individuals who demonstrate true leadership in the application and adoption of new and emerging technologies.  Want to catch a judge’s eye? Judges look for projects whose elements can be replicated in other enterprises. Want to know more about the awards and judges? You can learn more about the SuperNova Award Judges.

What Types of Projects or Inititatives Can Be Submitted? Here’s a list of the categories:

  •  Internet of Things – A network of smart objects enables smart services. (examples: sensors, smart ‘things’, device to purchase)
  •  Data to Decisions – Using data to make informed business decisions. (examples: big data, predictive analytics) 
  •  Digital Marketing Transformation – Personalized, data-driven digital marketing. 
  •  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (examples: enterprise social networks, collaboration)
  •  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset. (examples: talent management)
  •  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (examples: digital retail, supply chain, payments, omni-channel retail)
  •  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels. (examples: crm, customer experience)
  •  Safety and Privacy – Strategies to secure sensitive data (examples: digital identity, information security, authentication)
  •  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (examples: innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)

Who Won Last Year? I knew you would ask that, so here’s that info below. And they were all outstanding. Let’s see if you can beat what they did last year! We are really looking for the super stars. And you know who you are!

CoIT & The New C-Suite

Martin Brodbeck: CTO, Sterling Backcheck

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Data to Decisions

Alda Mizaku: Lead Bus Solutions Analyst, Mercy

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Digital Marketing Transformation

Naveen Gunti: Senior Director of e-Commerce Technology and Operations, Tumi Holdings, Inc.

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Future of Work – Human Capital Management

Asha Aravindakshan: Operations Director, Global Talent, Ashoka

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Future of Work – Social Business

Steve Nava: Senior Director Field Service, Americas, Luminex

*************************************************************Matrix Commerce

Jordan Kivelstadt: CEO, Free Flow Wines

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Next Generation Customer Experience

Dan Wallis: Director of KP OnCall, Kaiser Permanente

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Technology Optimization & Innovation

Dr. David Bray: Chief Information Officer , Federal Communications Commissions

Erica Stevens: VP of Supply Chain and Information Technology, Dylan’s Candy Bar

So there’s your bar. It’s been set high, but I know you can top it! Go for it! Can’t wait to see you at  SuperNova Awards Gala Dinner at Connected Enterprise!!
@DrNatalie, VP and Principal Analyst, Constellation Research
Covering Customer-facing Applications That Make Amazing Customer Experiences
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Social and Digital Media Requires Brands to Become Publishers

I think most brands, when they started in social and digital media didn’t realize the commitment they were heading into to be content creators or essentially publishers. But what the recent past has shown is that engaging customers in digital and social is that great content is key – for  engagement, interaction, thought leadership, social selling and being on customer’s radar as relevant and authentically genuine in this new digital era. And this interesting chart by SmartInsights, shows what happens every 60 seconds:

Content management positing dr natalie

Potential and current customers use social and digital media to research and compare products and services. The chart shows that from 2013 to 2016 the amount of content created and posted is growing nearly exponentially. The difficulty for brands is that there’s some much content out there, that it can be difficult to ensure that the content they are creating is cutting through all the noise and is not only noticed but taken seriously. It’s a whole lot of creative going to waste otherwise. And that’s one of the reasons it is so important for brands to really understand storytelling and the mix of content they are using — it can’t be all “buy our stuff.” It has to be a combination of inspiration, motivational, information, humor as well as fun.

Part of the reason that the type of content brand’s publish is so important is that studies show that people have limited attention spans and time to pay attention to all the content that is posted. It’s not possible for humans to cognate all the digital and social content being posted. And research by Moz and Buzzsumo shows that the majority of content marketing has limited impact with 75% of blog posts they analysed getting fewer than 10 social shares and zero links from other domains. It also presents an issue for marketers who are researching best practice in different areas, as often there are so many different messages it is hard to know where to begin. And that’s where storytelling, branding and brand personas come into play. That’s part of what I teach in my UCLA course in digital media. And it’s not just important to marketing, customer service and sales and other departments need to be paying attention to this content conversation. If your brand was a person, what would its voice be like? Snarky? Smart, Goofy? Funny? Brainiac, Sweet, Kind…. Those are only the beginnings of what storytelling and brand personas need to be considering….

If you are a brand, it’s time you looked at your content, and your content and digital engagement strategies (marketing, sales and service) and make sure you are providing what customers need and want to stand out in a very crowded space.

@drnatalie, VP and Principal Analyst, Constellation Research

Covering customer experience in the digital era of a service economy

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