Test Blogs Toolbox

Category: Services

  • How to Choose a Video Type to Ensure the Best Conversion Rates

    How to Choose a Video Type to Ensure the Best Conversion Rates

    To say that video is an effective means of marketing would be a little bit like stating the obvious. From traditional media like television, which basically runs on advertisements, to internet-based devices like your smartphone and computers, where a large swath of websites use video content to lure customers in, video is quite literally everywhere. And this widespread growth of video is expected to continue unabated in the years to come as well.

    Cisco Visual Networking Index has some interesting statistics regarding the growth of video –

    “It would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2020. Every second, nearly a million minutes of video content will cross the network by 2020. Globally, IP video traffic will be 82 percent of all consumer Internet traffic by 2020, up from 70 percent in 2015. Global IP video traffic will grow threefold from 2015 to 2020, a CAGR of 26 percent. Internet video traffic will grow fourfold from 2015 to 2020, a CAGR of 31 percent.”

    Staggering, isn’t it?

    That is, however, a holistic view of video growth. But what about a marketer’s perspective? Well, this Axonn Media survey sheds some light on that. Here are some of the highlights from the results of the survey –

    • More than two-thirds of companies now use video in their content marketing strategies
    • 78% of the organizations surveyed say that they are planning to use more video content in the future

    The study also touched upon some interesting findings about the video consumer and their habits –

    • 7 in 10 people said their perception of a brand was positively altered after seeing interesting video content
    • A massive 75% of people now share video content, and usually do so using social media platforms such as Twitter and Facebook
    • Almost 1 in 5 people are watching daily videos that are to do with their work

    How to decide which type of video is best-suited for your business?

    While video is undoubtedly the way to go, the kind of video to make is an entirely different consideration. After all, while videos are effective in general, the kind of video you make has to match your objective for your product.

    With that in mind, here are the different types of commercial videos that you can upload, along their individual benefits:

    1. Commercials

    Typically a shorter form of video content, commercials are a great platform to highlight key features of your product whose basic functionality is well known. So products such as fast moving consumer goods, electronics, automobiles and more can be perfectly introduced to potential consumers through commercials, with the video highlight the crucial USPs of your products in particular, without going into detail about what that type of product accomplishes in general. For example, a car commercial can highlight the vehicle’s power figures, fuel efficiency, and other unique features, but need not explain what a car is and why they are useful. On the flip side, a short commercial isn’t the ideal platform to showcase a brand new product idea, the likes of which no one has seen before, because explaining said product and its benefits would take a little more time, and a different stylistic approach.

    2. Digital explainer videos

    Explainer videos are the way to go for products that the audience may not be too familiar with. These videos are slightly longer than commercials, and delve into a little bit more detail regarding the product, how it works, and why it would make sense for the consumer to buy it. With easy steps and a typically chronological approach to explaining how to use the product, explainers are a great way to introduce never seen before products to their intended target market, and provide clarity on both how to use these products, and why they should be bought.

    3. Corporate films

    If you want to showcase your brand’s values to customers, and try to convince them to put their faith in you and your products, then corporate films are the way to go. These long-form videos deep dive into your competencies, areas of expertise, and any honours that may have been bestowed upon the brand in the past. Corporate films are like a window into the inner workings of a company, shedding a positive light on the qualities and attributes that your company brings to the table. Take a look at our corporate video portfolio. Our latest work – a corporate film for Atlas Copco – is the perfect example of what kind of message can be put forth through a competent corporate video.

    4. Animation

    It isn’t just 2D or even 3D animations that are used to enhance a product’s image, something as simple as a dynamic brand logo also requires a certain amount of animation. Sometimes, animations are the right way to go to showcase your product’s capabilities, especially when it is slightly technical in nature, and needs to be simplified for viewers. Animations allow you to show rather than tell the viewer how things work, like the inside of a SSD hard disk, or an anti-lock braking system or even the steps to take to use a complex app. Explainers, tutorials and regular commercials can all be approached via animation to create an interesting, unique, and easy to consume video.

    If you know what kind of video you want to make for your business, product or service, explore Toolbox Studio’s services or contact us and we’ll show you how we can craft a video for you in the best possible way to spread the word and boost those conversion rates. And if you are still confused about which route to take, talk to one our experts to understand what type of video best suits your needs.

    Take your product or brand to the next level with us!

  • The Perfect Balance between Data-driven and Creative Marketing

    The Perfect Balance between Data-driven and Creative Marketing

    With the advent of the internet and multiple search engines offering a vast amount of information, today’s audiences have grown increasingly sceptical and savvy when it comes to accepting statements and claims made in advertisements. As creative and fun as an advertisement might be, it is essential that it reaches out to the required audience. This is where a data-driven marketing strategy comes into play. By using data-driven marketing, businesses can design a digital marketing strategy that ensures their message reaches the right people, increasing engagement and conversions.

    Data-driven marketing is based on science while creative marketing involves, well, art. The difficulty lies in making the twain meet. However, creativity and data can go hand in hand in any marketing strategy. By blending data insights with creative marketing techniques, you can create a more impactful digital marketing strategy. There is a fine line between the two, and a good campaign involves both. In this blog post, we discuss how to achieve that fine balance between the two strategies to maximise the potential of an advertising campaign.

    With the recent credit crunch, companies have also become increasingly wary about ideas that are creatively ‘out there’ and require data-driven marketing insights to help shape their campaign. A strong digital marketing strategy is now crucial, backed by solid data that resonates with audiences. Audiences are cagey too and would not necessarily accept the word of a big cuddly brown bear as easily as they might have in the past. Therefore, aligning creative marketing with factual evidence and a well-crafted marketing strategy is essential for making an impact in today’s environment.

     Get both parties involved from the get go

    Marketing strategies are often developed based purely on data collected and analysed from previous campaigns, surveys, and other such data-gathering resources. This data-driven marketing strategy is then handed over to the creative team. Once the marketing strategy is developed, it is handed over to the creative team to implement the plan. While this process can work in some cases, it may not always lead to the most effective results. A balance of creative marketing and digital marketing strategy is crucial for engaging your target audience and achieving lasting impact. Sounds like a good way to go about it? Wrong!

    Involving the creative team right from the start enables the analytical team to gather additional data that they might require to actually create the campaign. A solid data-driven marketing approach helps ensure that the gathered insights are effectively utilized. Knowing the target audience from age and income demographics to their preferences right down to color can greatly influence the creative marketing process of the advertising campaign. Simply put, the creative teams put the numbers crunched by the analysts into pictures and words that are appealing to a target audience.

    Source: dailyinfographic.com
    Source: dailyinfographic.com


    Why does this work?

    The data-driven marketing approach provides valuable information about the target audience’s likes and dislikes. It also helps with insights that will retain existing customers by explaining what has worked as part of the creative marketing strategies in the past and what has not. This allows for future marketing strategies to be designed scientifically, ensuring that every move aligns with an effective digital marketing strategy.

    Throwing numbers and facts at a target audiences will not work, as advertisements need to appeal to their emotional sides as well as their rational. This is where creative advertisement steps in, to translate the numbers in to an appealing campaign. The numbers help bring transparency to a campaign audience if incorporated in the advertisement well and the creatives (fluffy pink unicorns or dragons as the case might be) bring an emotional appeal. A campaign is most likely to work when the audience is given the facts in a way that appeals to their sense of humour, surprises them while yet conveying the facts succinctly.

    Source: thetimes.co.uk
    Source: thetimes.co.uk

    A great example where data driven and creative marketing have been effectively used together is the Compare the Meerkat campaign run by Compare the Market. Compare the Market is a large insurance comparison company based in the United Kingdom. Their campaign stars Aleksandr Orlov, a Russian meerkat, who explains the difference between comparethemarket.com and comparethemeerkat.com. It makes an essentially dull topic (insurance) instantly appealing while still managing to get the brand’s message across. Orlov’s eccentric family and their escapades keep existing users continually engaged.

    Production

    Once you have both the analytical and the creative teams working harmoniously together (we did not say this was going to be easy, just possible) and the strategy is planned, it is important that the advertisement is executed well. A good production team can make all the difference. The script, storyboard and the visuals must be used to enhance the campaign.

    The marketing strategy can influence the visuals which might vary from live action camera shots to animated videos as the requirements maybe. The final format for the video would be influenced by the avenues of its distribution.

    At Toolbox Studio, we offer a wide range of video production services ranging from commercial videos, digital videos to animated ones. Our teams include some of the best professionals in the field today. Since we commit to deliver cutting-edge solutions that culminate into products with exceptional visual appeal, we’ve earned ourselves a reputation of being a leading integrated media services company. By leveraging data-driven marketing and creative marketing approaches, we ensure that our video content aligns with your marketing strategy. Our expertise in crafting a tailored digital marketing strategy for each project guarantees that your message reaches the right audience effectively.

    To find out more on how we can help you turn your marketing strategy in to a successful campaign, contact us at +91 20 46607590 or write to us at enquiry@toolbox-studio.com.