Tag Archives: aytm
Organic video marketing most likely to drive awareness
A survey from AYTM Market Research found that more than 85 percent of consumers have come across pre-roll video advertising, and many are unhappy with this form of content. More than 29 percent said this type of video hurts their overall experience on the web, and 24.5 percent said they consider this content ineffective. While video content is in high demand (with Brafton reporting 188 million Americans watched web clips August), the survey suggests not all branded videos are equal. An organic approach to video marketing may help drive brand awareness and potential conversions more than paying for placement with video marketing. Developing video content and sharing it on a website or a custom YouTube Channel can help marketers formalize their presence and increase overall visibility Continue reading
SEO content marketing appeals to prospects on the go
Consumers rarely put their smartphones down for long, and they’re often looking for relevant information about nearby companies or shopping options when they pick them up. According to a report from AYTM Market Research, 69 percent of Americans said they regularly use their smartphones while in restaurants. Moreover, a report from BlogHer, studying the web habits of mothers, found that moms actively use their smartphones throughout the day, regardless of location. Aside from phone calls and text messages, Americans turn to their handsets to access the web, and the range of content they read with their devices represents strong content marketing opportunities for businesses. In fact, Americans spend more time on their devices every year with BlogHer finding 64 percent of respondents saying they’ve turned to their smartphones more this year than last year. Appealing to smartphone users with website content may require some minor adjustments for businesses in terms of site accessibility. Ensuring prospects can access a site easily from their devices is a start, and Google’s Pierre Farr recently reported that this should be a first consideration for companies moving forward. With regard to mobile SEO, adding a local element to content with the inclusion of regionalized keywords can help appeal to mobile search algorithms and users who want information relevant to their surroundings. Google has taken notice of increased mobile web and search use, as well. Brafton recently highlighted an addition to mobile SERPs that includes an icon next to results for smartphone-optimized websites. Continue reading
95 percent of consumers use Google search, YouTube to find relevant web content
A report from AYTM Market Research assessing consumer response to Google’s use of copyright removal requests also found that nearly all Americans turn first to Google to search the web or find video content. According to the study, marketers developing content marketing material, whether written or video, can improve traffic by ensuring their content is visible in search and YouTube. Ninety-five percent of Americans said they use Google search, and the same amount indicated that YouTube is part of their usual web browsing. Nearly 40 percent of respondents said they use Google search multiple times per day, and 46.8 percent reportedly access YouTube as frequently. Just 5 percent said they never use Google search or YouTube. While 5.5 percent said their use of search is rare (15.3 percent of YouTube), data shows it’s likely still their first choice for finding content on the web. Moreover, a growing number of Americans are using YouTube to find videos that satisfy informational as well as entertainment. Brafton recently highlighted a report from comScore that found Americans viewed more than 11 billion video ads on the web in June, which represented strong growth from the 10 billion they watched in May. Continue reading
Olympic-focused organic website content can drive more traffic than related ads
A report from AYTM Market Research suggests developing website content related to the Olympics is more effective for driving site traffic than paying for ads. According to the survey, 75 percent of consumers said they have not been influenced by ads involving the ongoing London 2012 Summer Olympics. More than 75 percent of consumers said they have seen ads related to the Olympics at some point this summer. Additionally, many of these campaigns have featured athletes, such as swimmer Michael Phelps or gymnast Gabby Douglas, but they still haven’t done much to drum up interest for products or services, respondents told AYTM. However, an earlier poll from AYTM found that Americans are highly interested in the games and plan to keep track of various events through several different web channels. Social media and sites publishing content related to the events were listed as top sources for Olympic udpates. Working the popular topic into content marketing campaigns related to a business’ industry can provide an interesting angle for prospects. Paid content, meanwhile, is failing to resonate with the general public. Twitter may prove an especially valuable platform for engaging audiences with Olympic-friendly content. Brafton recently highlighted a partnership between Twitter and NBC Olympics that led to a dedicated hashtag page to serve as a hub for Tweets and other social content about the games, giving businesses that post related Twitter updates exposure among NBC’s massive audience. Continue reading
Marketers can target back-to-school shoppers with web content
A report from AYTM Market Research suggests that content marketing and other efforts on the web can help attract back-to-school shoppers. More than 72 percent of respondents said they will make purchases related to school in the coming month, and more than 44 percent said they will shop on the web. For marketers, seasonal shopping periods are ideal times to adjust content marketing campaigns to reach the audiences likely to increase spending. While the December holidays are the most obvious choice, early September, when most are returning to school, is also a good time. AYTM found the most in-demand products include books, various school supplies, clothing and electronics Continue reading
