vCreate News

 

Your 5 Step Passport to Doing More with Video


24 July 2017
   
     

Your 5 Step Passport to Doing More with Video

Business and management guru, Henry Mintzberg once said: “Strategy is a pattern in a stream of decisions.”

And, in the context of video marketing, Henry’s words of wisdom are arguably more relevant today than they’ve ever been. 93% of marketers now use video for online sales and marketing, according to a 2015 report by Crayon.

For many marketing managers, it is certainly no longer a question of: do we need to do video? Two-thirds (72%) of all websites now have at least one video on their homepage. Most brands, both B2C and B2B, use video in some shape to communicate with their customers. But, although consumer’s interest in watching video, is accelerating at the speed of Lewis Hamilton’s Mercedes; heads of marketing in the US are in pole position, with the UK slightly off pace when it comes to thinking strategically about the video content they produce.

A research reported called 'Using video to affect B2B and B2B success', published by the Aberdeen Group in May 2017 explores the revenue impact of video on business-to-business and business-to-consumer, as well as video’s potential to deliver value across the whole enterprise. They found that users of an online video platform, or video specific technology, achieved advantages in three key areas: total company revenue, average deal size, and lead acceptance rate. The same report says that video and rich media users are 65% more likely to produce more relevant communications.

One thing is for sure, the adoption of online video platforms is yet to reach full throttle in the UK, but there are examples of brands, predominantly, but not exclusively telecoms, tech, and healthcare, that view video marketing more strategically, and use an online video platform to help them reach their goals. Vodafone Global Enterprise use a personalised video platform that they re-branded Dynamic-Video-Builder, and their sales team have since made over 5000 one-to-one videos, enabling them to deliver AB marketing and fine-tune messaging by customer group.

For brands that are ready to become more strategic with video, we’ve compiled a list of five takeaways to consider:

1. Begin with your message

In marketing, the difference between success and failure often comes with small margins. When planning any new video project, you must begin with your message. Compile a wish-list that includes all the things you would love to find out about your customers. This will then provide the foundation for mapping out what type of video content you need in your well-stocked marketing arsenal, and how individual pieces will deliver relevant and effective messages.

2. Repurpose and recycle

When planning your next video project, one thing to master early on is a mindset that involves thinking of the project as an evergreen solution that will deliver results for the whole business, not a single piece of content to meet a single marketing goal. This approach ensures the client has a versatile core of video that they can use to create new flavours, and add a personal touch that’s super-relevant to whoever they are speaking with.

3. Test, test, test

Video marketing is like a close friend that tells you that red really isn’t your colour. A good personalised video platform is the same as that friend; it saves you from making an unwise choice. Your video platform will alert you ahead of time to video content that is not working out, so that you invest more time focusing on what is. Data on who watched your video all the way through and clicked on the video’s call-to-action is a strong indication that your message has resonated; analytics will also identify prospects who dropped out early.

4. Ensure the value of insights from video data are captured and linked to marketing automation

In business management, there’s a popular term called SVOT (single version of truth); it’s the idea that you have a single centralised database that tells you everything you need to know about your customers. By approaching video marketing in a similar way, the flow of communication between you and your customers becomes seamless. For this to happen, the online video platform needs to be on speaking terms with your marketing automation system; or, in more technical terms, needs to integrate.

5. Organise video content more efficiently with a digital library

Remember the feeling you got when your grandad took you to get a pic‘n’mix from Woolworths? Those were the best days; sugar rush and e-numbers aside, it was a special treat because, you, and no one else, had the power to choose what went in that paper bag. A digital library works off the same principles; however, this time it’s your sales team that choose which combination of video content they want to send to their prospects, and they can do that with ease with a digital library.

Both B2B and B2C markets are demanding more video content; however, adoption of online video platforms in the UK is still in its infancy. Brands that take a more strategic approach to video marketing will increase revenues, cut costs, and get their noses out in front of their competitors.

For a free 30 minute video consultation and video content gap analysis, email theteam@vcreate.tv.

Article first published in Digital Marketing Magazine on 20 July, 2017.



Time For a Fresh Approach to Video Analytics?


21 July 2017
   
     

Time For a Fresh Approach to Video Analytics?

Few people would argue with the view that we’ve become a society obsessed with data; we have algorithms to predict which employees to hire (yes really), and fridges that monitor your eating habits and beep at you when you’ve run out of eggs. The digital revolution has enabled marketers to move beyond the knowledge we hold about a consumer’s age, job title and hobbies, to an intent-based model.

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How the Royal Hospital for Children Improved Communication with Personalised Video


18 July 2017
   
     

How the Royal Hospital for Children Improved Communication with Personalised Video

The Royal Hospital for Children in Glasgow is the largest paediatric teaching hospital in Scotland with its level 3 neonatal unit caring for over 800 babies per year.All neonatal care is provided onsite, including cardiology for patients from across Scotland. The hospital continues to provide a breadth of neonatal expertise that sees it being recognised as a centre for excellence in healthcare in the UK and beyond.
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Family Integrated Care Takeaways from Reason Neonatal Meeting


05 July 2017
   
     

Family Integrated Care Takeaways from Reason Neonatal Meeting

This week saw vCreate attend the annual Reason Neonatal Meeting at Warwick University Arts Centre. As first timers, we expected big things from the longest running specialist neonatal conference in the UK, and, we certainly weren’t disappointed. The two-day conference brings together over 300 doctors, neonatologists, and nurses from around the world to share ideas, innovations, and insights.

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Why Marketing Managers Need a ‘Shiny and New Filter’ for ALL Tech Tool Purchases


23 June 2017
   
     

Why Marketing Managers Need a ‘Shiny and New Filter’ for ALL Tech Tool Purchases

How many times in the last month have you read a post from an influencer, or received a mail about a new marketing tool, that’s bound to solve a whole heap of your marketing worries? … Lost track? I don’t blame you. I stopped counting at 20.Marketers, by their very nature, are expected to be curious, inquisitive, and ahead of the curve, so it’s perhaps unsurprising that we have our ear firmly to the ground when it comes to what’s hot.

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Neonatal Nurses Make Father’s Day Extra Special for Dads of Premature Babies


14 June 2017
   
     

Neonatal Nurses Make Father’s Day Extra Special for Dads of Premature Babies

Neonatal nurses at the Royal Hospital for Children in Glasgow are making Father’s Day extra special for dads of premature babies.Dads will have time in front of the camera to record a personal video message for their child to watch when he or she is older. Video messages on Father’s Day will be added to the baby’s video care diary, that can be downloaded once the baby has left the Unit, and kept as a memento.

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An Open Letter to Neonatal Teams


12 June 2017
   
     

An Open Letter to Neonatal Teams

Dear NHS Neonatal Unit, R.e. Secure video messaging to connect parents and babies within your unit at no cost You may have seen the BBC News story from April that discussed how the nursing team at the Royal Hospital for Children, Glasgow, use secure video messaging to enhance family-centred-care. In summary, secure video technology is allowing medical staff to record non-clinically sensitive video clips, cotside, and send them to parents of special care babies.
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NHS Video Tech Initiative Gains Momentum


02 June 2017
   
     

NHS Video Tech Initiative Gains Momentum

The #NHSvideotech initiative, introduced by vCreate, to equip all 200 UK NHS Neonatal Units with secure video messaging has received over forty enquiries from Units in its first month.Twelve Units, that specialise in newborn baby care, are ready to get started with a pilot that will allow their nursing staff to record video messages of babies and send them to parents during times when they are unable to be cotside. And, this is provided by vCreate at no cost to Units.

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The UK’s Largest Neonatal Services Provider Trials Secure Video Messaging


31 May 2017
   
     

The UK’s Largest Neonatal Services Provider Trials Secure Video Messaging

vCreate is proud to announce that the Leeds Teaching Hospitals NHS Trust are set to run a trial of secure video messaging to keep parents of premature babies updated on their baby’s progress when they are away from hospital.The Leeds Centre for Newborn Care is one of the largest neonatal services in the UK, providing specialist baby care to around 1,800 babies each year, many of whom need intensive care or surgery.

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Five Habits of a Truly Agile Marketing Leader


30 May 2017
   
     

Five Habits of a Truly Agile Marketing Leader

Marketing is changing; the digital revolution is disrupting markets, and entire industries can have the rug pulled from them in a nanosecond. Customers have also become savvier, preferring brands that don’t push content at them; rather seek to understand them as individuals, engage them in a community and personalise their experience.

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How to Use Video to Build a Better Customer Experience


18 May 2017
   
     

How to Use Video to Build a Better Customer Experience

Winning your customers’ affections is similar to finding your perfect match on Tinder. Your first meeting needs to go well for things to get off the ground. Then, in every encounter thereafter you will be judged and asked back for a second or third date if you hit it off. Customer experience (CX) is no different; customers want you to make them feel special, they want you to listen more than you talk, and show them regularly how much you care.

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Neonatal Unit Becomes First in Country to Introduce Secure Video Messaging to Help Parents Stay Connected


16 May 2017
   
     

Neonatal Unit Becomes First in Country to Introduce Secure Video Messaging to Help Parents Stay Connected

Parents of premature babies at the Royal Hospital for Children in Glasgow, will now be offered secure video messaging to help them stay connected with their baby’s progress whilst they are in hospital. Following a successful two month pilot project, which saw the unit trial video with select parents, medical staff now plan to make video available to consenting parents of the 600 babies cared for here annually.

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Video Messaging Service Supports Parents' Health and Well-Being


10 May 2017
   
     

Video Messaging Service Supports Parents' Health and Well-Being

For mums and dads of premature babies, receiving the news that their baby is going to be born earlier than expected can be a frightening and stressful time. And parents are more likely to experience mental health problems as a result. According to Bliss, the UK’s special care baby charity, 40 per cent of mothers of premature babies are affected by postnatal depression soon after birth.

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Community Support for Neonatal Video Tech Needed to Deliver Nationwide Roll-out


03 May 2017
   
     

Community Support for Neonatal Video Tech Needed to Deliver Nationwide Roll-out

The Royal Hospital for Children in Glasgow has become the first neonatal unit in the UK to use video technology to help parents stay connected with their baby’s progress; the cloud-based video platform, allows nurses to send parents of premature babies video updates from hospital.

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Onboarding in the Digital-Age - Why Personalised Video is the Secret to Success


28 April 2017
   
     

Onboarding in the Digital-Age - Why Personalised Video is the Secret to Success

The rise of digital has created a need for employers to adapt and digitalise their operations to keep up with rapid rate of change. Now, organisations need digital rock stars; who, not only have hands-on experience of digital project delivery, but are also flexible, resilient and confident; traits of a modern digital leader.

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How to Use Personalised Video to Boost Property Sales


27 April 2017
   
     

How to Use Personalised Video to Boost Property Sales

The concept of personal service is not anything new; before the time of Adam Smith and his observations on the efficiency of pin production, all goods were effectively one-off, custom-made items. The difference today is that technology is paving the way for a greater degree of customisation – at a cost that both producers and consumers can justify.

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vCreate Launch Corporate Partnership Initiative to Fund the Provision of Video Technology in UK Neonatal Units


24 April 2017
   
     

vCreate Launch Corporate Partnership Initiative to Fund the Provision of Video Technology in UK Neonatal Units

Personalised video specialists, vCreate, today announce a new funding initiative aimed at ensuring that all 200 UK neonatal networks are equipped with personalised video by 2018. According to Bliss, the UK’s special care baby charity; over 90,000 babies are admitted to neonatal care in the UK because they have either been born prematurely, or full term but sick.
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The Rise of Martech - a Tool for Every Occasion, but Which are Here to Stay?


19 April 2017
   
     

The Rise of Martech - a Tool for Every Occasion, but Which are Here to Stay?

Technology is an enabler for change across many industries, but with so many tools at your disposal how do you weed out the fads from the trends, and ultimately invest in the marketing tools and technologies that will help your team do a great job?

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The Royal Hospital for Children, Glasgow, Using Personalised Video technology to help parents stay connected


17 April 2017
   
     

 The Royal Hospital for Children, Glasgow, Using Personalised Video technology to help parents stay connected

The new Royal Hospital for Children in Glasgow, which opened its doors in 2015, has the largest neo-natal intensive care unit in Scotland. This state-of-the-art unit prides itself on offering the very best care and support to both its baby patients and their parents and carers.

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Personalised Video Expected to be a Game-Changer for Real Estate


13 April 2017
   
     

Personalised Video Expected to be a Game-Changer for Real Estate

Most estate agents would agree that the property industry as a whole has been slower than other industries to respond to digital ways of working and new technologies; however, personalised video could be one of the first to be widely adopted. According to a recent survey, listings with video receive 403% more enquiries than those that do not include video.

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Is Internal Communication ‘Finished’, or Are We Just Getting Started


11 April 2017
   
     

Is Internal Communication ‘Finished’, or Are We Just Getting Started

When Dan Kneeshaw, senior director of global associate communications at Walmart said internal comms is ‘finished’ at the recent Ragan Social Media Conference, he probably had some marketers questioning everything they’ve learnt about segmentation and tailoring your message for the person receiving it.

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What Marketing Trends are Hot in Recruitment Right Now, and How to Maximise them


05 April 2017
   
     

What Marketing Trends are Hot in Recruitment Right Now, and How to Maximise them

We are the middle of a digital revolution that is unprecedented in all human history, so before we take a look at the trends that are going to make a real difference, spare a thought for your marketing team; keeping on top of a digital world that changes by the second.

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Does the Marsh and Parsons Advert Cross the Line, or is it a clever use of humour?


04 April 2017
   
     

Does the Marsh and Parsons Advert Cross the Line, or is it a clever use of humour?

Advertisers crossing the line between impactful and offensive isn’t new; take the advert for Protein World that made waves in 2015. The tube poster ad received 378 complaints to advertising watchdog ASA (Advertising Standards Authority). It was also banned by the Mayor of London, Sadiq Khan as it promotes unhealthy and unrealistic body imagery.

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How Personalised Video Marketing is Helping UK Estate Agents Stand Out


03 April 2017
   
     

How Personalised Video Marketing is Helping UK Estate Agents Stand Out

The trigger of Article 50 by Theresa May last week saw property marketing firm Hometrack predict a house price growth rise in the UK of 4% in 2017; whilst founder and CEO of eMoov.co.uk, Russell Quirk, commented in the Sun that: “Brexit has not managed to deter the UK property market. It’s bulletproof and teflon coated.”

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Make Your Brand Story More Relatable with Personalised Video


28 March 2017
   
     

Make Your Brand Story More Relatable with Personalised Video

The narrative of your business is a great tool for customer engagement, but are you doing enough to ensure that your customers know your brand's story?

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5 Tips for Creating Personalised Video for your Small Business


27 March 2017
   
     

5 Tips for Creating Personalised Video for your Small Business

There are many challenges facing small businesses today, so increasing your exposure and keeping up with bigger or longstanding competitors may feel intimidating at first . One trend that can help you get and stay ahead is personalised video marketing.

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Why Moving to a Private Video Platform Could Protect Your Brand’s Online Reputation


24 March 2017
   
     

Why Moving to a Private Video Platform Could Protect Your Brand’s Online Reputation

As a business owner or a marketer there can’t be anything more soul destroying than spending hours creating a video advertising campaign that cuts through the noise; only to be let down at the last-minute by the advertisers hosting your content.

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How to Boost Employee Engagement with Personalised Video


20 March 2017
   
     

How to Boost Employee Engagement with Personalised Video

Doug Conant, CEO of Campbell’s Soup once said: “To win in the marketplace you must first win in the workplace.” In today’s competitive market, Doug’s advice couldn’t be more relevant. Employees are increasingly demanding more from their employers. They expect to be rewarded and kept engaged

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Personalised Video is Set to Revolutionise the Recruitment Industry and Here’s Why


20 March 2017
   
     

Personalised Video is Set to Revolutionise the Recruitment Industry and Here’s Why

Just about every recruitment agency will tell you they’re the best, but how many are embracing innovative personalised video technology to ensure they really offer you the best possible recruitment service? If your recruitment agency isn’t using video yet, you may want to ask them why not.

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vCreate Launch Game Changing Personalised Video for the Recruitment Industry


14 March 2017
   
     

vCreate Launch Game Changing Personalised Video for the Recruitment Industry

Today (14th March) marks the launch of vCreate for Recruiters, the award-winning personalised video platform. vCreate has developed a solution to the issues of candidate fall off and rebates, by helping recruitment consultants place the right candidate first time

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Is this the age of H2H?


22 February 2017
   
     

Is this the age of H2H?

We marketers love acronyms. Which is why we were amused to see a new one (to us anyway) this week; namely 'H2H'. So what does it mean? Head to Head? Heart to Heart? Close but no cigar. It's 'Human to Human', probably intended as a grumpy foot-stomp against categorisations like B2C and B2B.

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3 ways to start using video today


06 February 2017
   
     

3 ways to start using video today

It's a common misconception that using video for marketing is the reserve of mid-to-large enterprises. Whilst that may have held five years ago, it's clearly not true today. Plenty of smart small businesses have succeeded in fuelling sales and growth by using video.

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Marketing works. So why is it so undervalued?


19 January 2017
   
     

Marketing works. So why is it so undervalued?

My heart sank when I read this article, published by Marketing Week. It shows the results of their annual Career and Salary Survey and reflects the lack of understanding and appreciation for the value that marketing brings to business.

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Lights. Camera. Call-to-Action!


11 November 2016
   
     

Lights. Camera. Call-to-Action!

By now we all know that, for most marketing challenges, video works better than just about any other medium. It cuts through where text alone can struggle to make impact and it can make a powerful emotional connection which really inspires action.

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Is Account Based Marketing the future of B2B?


15 September 2016
   
     

Is Account Based Marketing the future of B2B?

More and more B2B brands are dropping traditional marketing strategies in order to focus on account based marketing (ABM). That means precision targeting and increased personalisation.Fujitsu leading the wayFujitsu recently divulged that they spend substantially less on traditional lead generation activities like email, telesales and direct-mail, in order to focus on more targeted campaigns.

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Measuring ROI with video


21 July 2016
   
     

Measuring ROI with video

We love using video because it's so much easier to measure ROI than for just about any other medium.

Given that you understand the basics of how to measure ROI per-se, why is video easier to measure than text for example? Well, seeing as we asked the question we'll attempt to pen a cohesive answer.


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Picture this: Lessons about selling according to Blondie


05 May 2016
   
     

Picture this: Lessons about selling according to Blondie

Call me

So this is where it inevitably starts. Either a cold-call or one made luke-warm by a positive reaction to an email or digital campaign. Never easy, it can often feel like a slog. But despite efforts to find a viable alternative, and with much of the buying journey made by the customer themselves today, it's surprising how often a pro-active sale needs a phone call to get the ball rolling.

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Spice up your partner relationships with video


18 March 2016
   
     

Spice up your partner relationships with video

Many companies, especially in the tech industries, deliver their products and services using a 100% indirect model through a network of certified partners. It makes sense. To make the relationship work means using a variety of co-marketing initiatives. More often than not, these tend to be one-off tactics like print adverts, offers and events. Or worse, a lack-lustre selection of so-called 'digital assets' like editable PDF's, PowerPoints and co-branded web-headers.



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vLog: Powering Newsletters with Video


18 February 2016
   
     

vLog: Powering Newsletters with Video

Video newsletters are an extremely effective way of inspiring prospects, engaging with customers and socialising your brand.

Creating impactful video content and delivering it direct to the device of your target audience is easier than ever. Managed and measured in real-time, a vCreate Channel delivers a measurable ROI with very little outlay or resource.



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Make video your New Year's resolution


05 January 2016
   
     

Make video your New Year's resolution

Ah, January! That's when you go back to work (having over-indulged to the point where a single additional wafer-thin mint would have caused you to explode) with renewed vitality and positivity. That's because this year, 2016, is the one where you're really going to make a difference. So, as a marketer, how exactly are you going to do that?

Here are five tips that will help you get off to a powerful start.



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