Time To SEO Goodbye Using YouTube Insight

YouTube, the online video site owned by Google, exceeds 2 billion views a day.

When posting a YouTube video and planning to maximize views among other videos, here is an example of the Italian opera song, “Time to Say Goodbye” by Frank Peterson, Lucio Quarantotto, and Francesco Sartori, posted August 19, 2010.  The video’s whole title is written out, while in the video description has written common places and people who normally sing this song.

When a video is first posted external social media links receive the most search source, where 34.5 percent of total views occur, 20.7 percent of total views have come through a YouTube search.  However, about 10 days later the search percentage changes; YouTube searches had jumped to 40.4 percent, while the Facebook link and other outside links had dropped to 21.3 percent.  Places like Facebook, Twitter, LinkedIn, and your website  offer external links to your video featuring a product or service.  If you have a social network in place your video will be found first by your fans, ‘likes’, followers, tweets, shares, or subscribers.  Then You Tube keyword search will remain dominant later.

YouTube Insight has the Discovery tab showing you the keywords viewers entered, specifically for YouTube searches.  Among pages of videos, ranging from over 2 million views to 60,000 views, with the same title as yours; it becomes very important to maximize SEO for your video to be found.

Instead of titling a piece “Time to Say Goodbye” or “That Opera Song Sung by Andrea Bocelli,” Title your video specifically, as in this case: “Time to Say Goodbye by Frank Peterson, Lucio Quarantotto, and Francesco Sartori.” Even if you YouTube search: “Time to Say Goodbye by Frank Peterson” the video appears on the first page, higher than videos of the same title with 16,312 views – titled “Time to Say Goodbye – Sarah Brightman.”

If you search “Time to Say Goodbye” you’ll get a video with 8,817,551 views (at the time of writing this article).  While viewers will associate this song with Andrea Bocelli or Sarah Brightman, other viewers associate this song with the actual composer’s name.  YouTube Insight search data reveals viewers searching:

Keywords: “time to say goodbye lucio quarantotto,” “frank Peterson i sara brightman,” “frank peterson.”

YouTube Insights does not yet display keyword searches used by external links (where the video received 12.8 percent of search sources).  Even if you spell the name wrong the video appears on the first search page.  They do, however, show what external links were used.  In “Time To Say Goodbye” viewers use facebook.com, google.ro, and google.ca; the Google sites available in Romania and Canada, respectively.

Other YouTube Insight Discovery includes a no link referrer – mobile devices? This item received 10.6 percent of total views.  The definition according to this itemized descriptor of Insight is:

“We have no information on the origin of these views.  Many mobile players do not send information about how a video was discovered.”

Another item on the Discover tab is the ‘No Link referrer’, receiving 8.5 percent of total views– is the YouTube watch and channel pages:  when your video is shared from someone clicking on the URL link of your video within an email/IM application, or when URL is copied into the address bar.

The ABC’s of SEO suggest using clear and unique headlines, and to be clear and direct.  In journalism it’s called, “Get the Name of the Dog”, coined by Roy Peter Clark, senior scholar from the Poynter Institute.  Those in search engine marketing have been pursuing “fresh content” that includes updated news, links, and clear on-page keywords.

Promoted You Tube Videos

You can use YouTube Promoted Videos offered through Google AdWords for a minimum charge of $0.01/click (CPC) or a minimum CPM of $0.25 (you get charged when someone clicks your video).  Your video appears in a light pink-hued border on the first page.  Search, “Time to Say Goodbye” and a YouTube promotional video “The Prayer by Celine Dion– Amazing 7yr old Rhema Marvanne” promoting their ‘Plz support my ministry by purchasing a CD’.  If you search “The Prayer by Celine Dion,” Rhema’s video will appear, again on the first page (at the bottom).  YouTube must SEO promotional videos according to like searches.

When titling, subtitling, and adding YouTube descriptions to your video be as narrow and keyword specific as possible if you want your product or service to be viewed from among the thousands of similar videos.  Posting links of your video on other social media sources can increase SEO activity through links.

FURTHER READING

The ABCs of Off-Page SEO Tactics”. Kipp Bodnar, HubSpot Blog.  August 25, 2010.

’Fresh Content’ Might Not Mean What You Think”. MarketingProfs. August 23, 2010.

The Name of the Dog”. Roy Peter Clark, Poynter Institute. September 25, 2001.

Monty Python Branded YouTube Channel Direct Response Marketing

After witnessing 3 years of second rate quality videos of Monty Python ripped off video content, John Goldstone, Monty Python producer, launched the Monty Python branded YouTube Channel.

Their YouTube Channel profile description begins: “For 3 years you YouTubers have been ripping us off, taking tens of thousands of our videos and putting them on YouTube,” it writes.  “Now the tables are turned.”

When Monty Python launched their branded channel November 14, 2008, they took advantage of YouTube’s click-to-buy ad program, and DVDs on Amazon’s Movie & TV bestseller list and sales increase 23,000 percent.

YouTube provides geographic information, how your video was found and the keywords used to find your video, but discovery data in Insight can only take you so far and is not as detailed as web analytics.  The solution?  If your company creates a branded channel, like Monty Python did, you can apply Google Analytics, for free, according to Greg Jarobe, SEO-PR president.

YouTube is only beginning to be realized as a potential premium online real estate for advertising, compared to other competitive video adplatforms like Hulu.  Brand marketers on Hulu, LLC, owned by GE’s NBC Universal, News Corp, and Walt Disney Co, along with private equity firm Providence Equity Partners, offers online viewers free broadcast TV shows.

Most brand marketers currently like this model since the source content is from broadcast TV shows.  YouTube on the other hand, wins by shear volume as content is updated with 24 hours of new video every minute.

During the time it took you to read this article, about 30 hours of new video have been uploaded and sorting through the content can be cumbersome for brand marketers.  However Goldstone said that after he saw the success of Monty Python’s branded channel, “We are only now beginning to address premium advertising, which is only possible when you can show the size, composition, and consistency of your viewers.”

As with any social media function, YouTube ranking has: favorite, share, play lists, flag, like, dislike, subscriber, age of video, comments, and embeds.  When these social media functions are combined with brand channels your video gets found and shared across other social networks.

Not only can YouTube be used for direct response marketing, but also brand awareness and message recall throughout the product life cycle.

RELATED BLOGS

Hulu’s Rumored IPO Still Trusted Site for Online Video Ads”. Capstone Media.  August 27, 2010.

ABOUT:  Reel SEO social media marketing agency that leverages video advertising and SEO for video search engine optimization (VSEO): news, research, and analysis.

Any Advertiser Can Design Their Own Overlay Display Ads for YouTube

Charity Water, a non profit organization, created an overlay ad to raise $10,000 in one day, commemorating World Water Day. The organization still runs this video and overlay ad, with over 412,920 at the time of writing this article.

Every minute at least 24 hours of new video is uploaded on You Tube, an independent subsidiary of Google, Inc. providing the potential of monetizing 2 Billion Video Views per Day on You Tube.  Google’s goal is to turn You Tube into what it did for its search page ads, opportunity for smaller advertisers to create their own display ads.

The use of overlay can monetize video views by conversion, using pay-per-click (CPC) also known as cost per click (CPC), or cost per thousand impressions (CPM) models, depending on ad campaign type.

Using You Tube for overlay display ads seeks to simplify search advertising for smaller advertisers, according to Brad Bender, product director for display at Google.

CTR rates for online video ads are 0.4 percentto 0.74 percent depending on video format, while CTR for plain image ads are 0.1 percent to 0.2 percent, according to DoubleClick data.  (However, CTR rates can go as high as 6.49 percent for postings on a company Facebook Wall).  Further, overall average interaction, the measurements between mouse overs, expansions, video control buttons, and clicks added to 8 percent of interaction, according to marketing charts.

To see a free demo sample of how you can create your own free display overlay ad just for fun, launch the interactive demo.

The Display Ad Builder turns anyone into an ad designer using your choice of 90 templates, quick ad design, to create in video and related ads on You Tube.  Prior to Display Ad Builder, creating ads was difficult particularly the animation and graphic design elements.  Of the 20,000 advertisers that have used this service over 80 percent of them have never ran display campaigns before.

On the official You Tube Blog “Broadcasting Ourselves” the World Water Day was commemorated through a non-profit feature, raising $10,000 in one day through an overlay ad.

Your ad can then be targeted by video genre, a targeted video, and other demographic and geographic criteria by You Tube, and you save money designing and creating your own ad in minutes.

RELATED BLOGS

All are in the Information Business Generating Their Own Search Query Data”. Capstone Media. August 9, 2010.

Improve Mobile Video Advertising with Your Face”. Capstone Media. August 10, 2010.

ABOUT Double Clicktm by Google, ad management and ad serving technology product, providing data for millions of sites using domain suffix, criteria, reach, relevance, and insight.

How Keywords are Used as Reputation Management and Google Ads First Stop

Image designed by Gregory Jackson

Before the BP oil spill, the company spent about $57,000 a month on search advertising with Google, but during the spill that amount increased to $3.59 million in June alone, according to Advertising Age, an Ad and Marketing Industry news company, owned by Crain Communications.

What is a Google AdWord?

Google AdWord is Google’s premier advertising product producing $23 billion in ad revenue for 2009.  AdWords charges by a pay-per-click (PPC) model.  Click thru rates (CTR) average 8 percent for the first ad, 5 percent for the second one, and 2.5 percent for the third ad.

There is a $5 activation fee and a minimum cost per click (CPC) of $0.01.  This means that if your ad gets clicked on, you will be charged a penny/click.  Further, the minimum cost per thousand impressions (CPM) or when a search delivers your ad 1,000 times is $0.25.

When considering keyword advertising you can go to Google AdWords select <Costs and Payment>, then click <Estimate Keyword Costs>.  As an example, search “oil spill” and Google AdWords cost estimator provides a keyword chart with global and local search numbers.  The keyword “oil spill” captured 1,830,000 global monthly search impressions for BP’s Gulf oil spill crises.  Other results are also displayed.  The chart shows relatively low interest in “oil spill” keyword searches for the oil spill in Italy (February 2010), and the oil spill in Texas waterway contained (January 2010).  The Gulf oil spill comes ashore (at point F) and gulf oil hits the 4 million gallon mark (at point E).  At point “B” BP had spent $93 million in total advertising for the Gulf oil spill.   At point D, President Obama promises the American people that he will fight the BP oil spill.  This point in BP’s damage control hit the highest interest in oil spill searches.

BP purchased other AdWords as well including; “oil spills”, “oil spill cleanup”, oil spills in the ocean”, “oil spill containment”, “oil spill response”, “live stream”, “oil spill pollution” and others.

Reputation Management through Google AdWords

BP’s keyword search advertising was minimal before the oil spill.  As concern mounted, their search advertising using AdWords, responded to web searches related to the disaster.

Reputation management online utilized broad match keywords including a combination of “oil” and “spill” that would trigger a BP search adand video search ads.  The resultant ads placed by BP redirected web surfers to BP videos and other company prepared content.

Google AdWords other than for crises management

Other big spenders on AdWordsfor the month of June (2010) included AT&T (for the iPhone campaign), Apollo Group (the parent company of the University of Phoenix), Expedia (an online travel site), eBay and Amazon.  All spent over $5 million each on search advertising.

RELATED BLOGS

All are in the Information Business Generating Their Own Search Query Data”.  Capstone Media.  August 9, 2010.

Time to SEO Goodbye Using YouTube Insight“.  Capstone Media.  October 1, 2010.

Retargeting Ads Should Offer Customers Coupons Not Just Follow Them Around“.  Capstone Media.  September 21, 2010.

ABOUT the data-  Google Insight search data does not represent absolute value, but interest over time from data aggregated over millions of users with minimum thresholds.  Google Insight data of a downward line as a keyword loses popularity throughout a specific period of time, but does not necessarily mean absolute traffic is decreasing.

Retargeting Ads Should Offer Customers Coupons Not Just Follow them Around

Retargeting focuses on the right people with the right ads and places to give a 500 percent increase in click thru rates, according to Adam Berke head of accounts at AdRolla retargeting company.

Retargeting “follows” a customer who leaves your website without a purchase or conversion.  About 98 percent of all web traffic will search a product and leave your site without the sale because on average it takes 7 different contact points with the customer before a sale is closed.

While companies still use search engine marketing metrics, retargeting is the most underutilized online advertisingtool to help improve ROI.  Retargeting seeks to remind an online customer that they searched for a product at a previous website to try and get them to return to an online store.

Retargeting is not new.  In 2006, “Retargeting Saves Money,” a leading newspaper was able to realize a conversion rate increase of 10x with 5% of the total previous impressions.

Zappos.com, an online shoes and clothing company, uses retargeting to sell shoes, however some customers feel like they are being “digitally stalked.”  When Julie Matlinsaw a pair of shoes on Zappos.com she left the site and was followed around by the same shoe ad to different sites.

Another name for retargeting is “personalized retargeting” or “remarketing”, terms used by other companies such as msnbc, Armani Exchange, TiVo, Hyatt and diapers.com.  Retargeting uses cookie technology.  So, if you browse for shoes a cookie is placed in your browser linking you to shoes, and the advertising technology creates a personalized ad for shoes.

Criteo, a retargeting company for Zappos displays a “Why am I seeing these ads?” link explaining to customers that their privacy is kept safe and giving them an opportunity to opt out.  Few opt out said Jean-Baptiste Rudelle, chief executive of Criteo.

Mr. Berke explained that when ads are relevant and personalized, CTR increases.  He shoots for a 3-way win-win scenario for retargeting.

  1. Publishers – Those selling ads
  2. Advertisers – They work with publishers to get the word out
  3. Consumer –   Customers receive personalized ads that interest them

A good retarget campaign is a tool used by advertisers to assist publishers in selling a product or service that interests their customer.

Search engine marketing and retargeting complement your advertising mix.  The goal of retargeted ads is to increase customer conversion by reminding an interested buyer in case they still want the purchase.  Retargeting is a method to follow-up with the customer who has expressed an interest in buying.  Example: Rather than trying to follow your customer around to get them to buy, offer them a coupon if they return to your online or offline store.

RELATED BLOG

All are in the Information business Generating Their Own Search Advertising Data”.  Capstone Media.  August 9, 2010.

ABOUT: AdRoll- founded in 2006, a retargeting display company that manages and measures a brand’s display advertising dashboard.

ABOUT: Criteo- founded in 2005, specializes in pay per click (PPC) personalized retargeting solutions company

FURTHER READING

Retargeting Ads Follow Surfers to Other Sites”.  Miguel Helft and Tanzina Vega, New York Times.  August 29, 2010.

Retargeting, the Missing Piece of the Conversion Puzzle”.  Osman Bangura, iMediaConnection.  September 9, 2010.

Retargeting Saves Money”.  Nada Stirratt, iMediaConnection.  May 3, 2006.

Don’t Just Add Facebook Ads- Let Customers Add You as a Friend or Fan

With over 500 million users across 70 translations, Facebook is a great place to find new customers, fans, or supporters of your business; let them add you as a “friend” a “fan” or “like.”

Many businesses try to cut corners by placing a Facebook ad taking them to their website thinking they will generate more business or support this way, but CTR (Click Through Rate) is very low, 0.01 percent.  Advertising on Facebook is also easy to do therefore anybody and everybody can advertise which lowers customer trust.

Facebook ads generate appeal to the user.  When a customer likes something Facebook metrics target your product to someone that may like it, so make an ad promoting your Facebook page.  A business goal when it comes to advertising and promoting on Facebook is to be on user “pages” list under their activities and likes.  For example, an ad can go across networks and different websites while displaying the same ad that takes customers and fans to your company’s Facebook page.  An example of this is Toyota.  They have an ad on msnbc.com that allows customers to share their Toyota car stories on the company’s Facebook page.

If a business has a fan page don’t use it as a “Twitter” – tweeting fans about your every little where-about.  You also likely, will not want to reveal trade secrets.  Describing how a business is upgrading a current product or doing research on new products posted on your company’s Facebook wall increases CTR from 0.01 percent (typical CTR of a Facebook ad) to 6.49 percent, and a 40 percent viewing rate of videos posted on company walls compared to the industry standard of 25 percent.

Facebook advertising, like any social media network promotion, increases transparency of a company with a resultant increase in trust.  When a business has its own fan page, fans, customers and supporters can interact with you and other customers.  So update content that appears on all your fans News Feed page, regularly.

Providing content on your business fan pagedepends on how you want to be perceived or the message you are delivering.  An expert in the industry?  An innovative company promoting new technologies?  An attempt to increase subscriptions or populate an email list for newsletters?

When a Facebook customer has their own profile, they expect a company to have one as well.  Current and prospective customers generally feel like they are in a relationship with the products and services that support their interests and lifestyles.

Managing a company Facebook site is a lot more work than simply placing an ad however the benefit is improving your chances of earning trust, a key in brand and message recall.

RELATE BLOG

Talking About Social Media Requires Trusted Information”.  Capstone Media.  August 10, 2010.

Google Instant and Google’s Existing PPC and CPM Models (Part 2 of 4)

Advertising on Google with AdWords starts with Google suggested keywords.  Depending on your business core competencies you can sample search your keywords and key phrases.  Google displays a number of global and local search results for those keywords and phrases.  The ads appear when someone enters your keyword or some combination of key phrases confirming an interested audience.  Ads you create can take users to your web page.  Don’t have one?  Google can create one for you.

The most common bidding option when advertising with AdWords is on a cost-per-click basis, also known as PPC or pay-per-click.  Google assigns a Quality Score, which takes into account a number of search metrics equating relevance to the AdWords.  This Quality Score can positively or negatively affect your actual CPC vs your bid.  So attention should be paid to the following considerations:

  • Your QS is partially calculated from historical click through rates (CTR) of all ads and keywords in your account, and the appropriateness of your landing page.
  • Over time AdWord accounts can have multiple campaigns with their own set budget, data, and Quality Score called ad groups.
  • Pay attention to your Quality Score because the higher the score the lower actual cost per click you pay.
  • Ad position on a search page result will rank higher with a better QS.

The business model for Google Instant on AdWords is you only pay when someone clicks on your ad, not when it’s displayed.   Google Instant increases the number of potential views (called impressions) but since this is only an opportunity to view and does not necessarily measure an actual engagement, you don’t want to have to pay for it.  By its nature, browsers do not even have to type their whole keyword or key phrase for an ad to appear on a search results page.  This means your ad may be discovered without the searcher knowing your full name.

The Google CPM model is for display ads with an image, rich media, or multimedia that occupies the entire ad space.  Therefore it is advised to consider a higher bid on CPM ads.  CPM is generally used to increase ad visibility or impressions.  However available bidding options for an advertising campaign using AdWords only, provides manual CPM bidding.   These ads are only targeted on the Display Network, not Google search or the Search Network (where Google Instant operates).

Google Instant Will Affect CTR

Click-through-rate (CTR) measures the success of an online advertising campaign by the number of times an ad was clicked on divided by the number of times an ad was delivered (impression).

CTR =  (Number of times ad clicked) / (Number of Impressions)

As the number of impressions increases the CTR value will decrease.  Advertisers who are fluent in AdWords know that PPC success is measured in CTR rates.  Google’s assessment tool uses your Quality Score, historical CTR values and your bid to determine the page position of your ad.

Predicative search marketing will make it harder to achieve higher CTR scores.  This may be the benefit or price paid for using Google Instant-  the ability for users to discover new companies and their ads instead of just searching them.

Google Instant, which rolled out on September 8, 2010, can increase your impressions.  Therefore, starting on that date it is advisable that you carefully watch your AdWords advertising campaigns and compare your Pre- and Post- Google Instant experiences.  

Feel free to leave comments or feedback on what you find.

Part 3 of this series on predicative search marketing is the potential of the PPC model migrating to other PPC-based programs such as Facebook or LinkedIn.

RELATED BLOGS

“How Keywords are Used as Reputation Management and Google Ads First Stop”. Capstone Media, September 24, 2010.

“Retargeting Ads Should Offer Customers Coupons Not Just Follow Them Around”.  Capstone Media, September 21, 2010. 

“Time To SEO Goodbye Using YouTube Insight”. Capstone Media, October 1, 2010. 

“What is Google Instant”? (Part 1 of 4) Capstone Media, September 13, 2010.

FURTHER READING

Google Instant Means 5 Big Changes for Search Marketers”.  David Felfoldi, Marketing Profs.  September 10, 2010.

How AdWords Counts Ad Impressions With Google Instant”. Gordie, PPC Blog.  September 8, 2010.

Why Google Instant May Make You Click On More Ads”.  Alexia Tsotsis, Tech Crunch.  September 8, 2010.

What is Google Instant? (Part 1 of 4)

Google Instant is a new search technology featured on Google that predicts what a user will search as the query is being entered; simultaneously the page below displays possible search results and ads as the search is being typed.

Google technical insight found that users type slow but read fast, typically 300 milliseconds between keystrokes, but just 30 milliseconds to glace the page.  This means a search can be changed on the fly to a total different set of search results.

Google Instant works through a technical algorithm that automatically predicts possible desired search results in 3 ways, based on popular searches within that category.

1.      In the actual search bar a user’s entry is in dark font as the predicted remaining word or phrase is hypothetically finished in lighter grey color.

2.      A drop down menu displays the most popular search results that pertain to the user’s particular query.

3.      An instant Google search page with ad results, changes at the keystroke of the user.

For example, if you type “OS” there is a grey colored “u” predicting the user is searching for OSU.  In the drop down menu a user can select “OSU” “OSHA” “OSU Mansfield” “OSU Football,” or “OS”.  An OSU at Amazon ad appears on the right.  Below a user may chose news for OSU, OSU website, Oregon State University, Oklahoma State University, OSU videos, and other related searches.

According to Google, if everyone used Google Instant 3.5 billion seconds a day would be saved, equating to 11 hours saved every second.

To maximize Google Instant for ads “keyphrase” keyword research campaigns need to consider predictive search methods; with creative ad copy for SEO.

With predicted search speeding up query results or allowing a user to change a search query based on millisecond displayed results, how can advertisers take advantage of Google Instant and respond to this new technology at other search marketing properties?  Look for future Posts.

A look ahead in a 4 part series on predicative search marketing:

1.  More on Google Instant.

2.  Google Instant and Google’s existing PPC and CPM models

3.  The potential of the PPC model migrating to other PPC-based programs such as Facebook or LinkedIn.

4.  A Capstone Media recommendation for the 2010/2011 model in the new predicative search marketing field.

Men’s Journal Returns Cut Issue as September ad Pages Up 12 Percent

Two hundred and seventy-nine magazine titles were cut last year including Modern Bride, Meredith’s Country Home, Disney’s Wondertime, and Electronic Gaming of Ziff Davis, and yet among the closures 90 new magazines arrived, according to Media Finder.

Men’s Journal’ Reinstates Canceled Issue” an issue that was cut to reduce expenses, but ad pages revenue grew 1.2 percent from $9.1 billion (a year ago) to $9.2 billion in the first half of 2010, according to Publishers Information Bureau.  Men’s Journal, published by Wenner Media, is adding the issue in their separate July 2011 edition.

Sixteen magazine titles have replced their print version with an online-only version.  Last year 43 magazines provided online only content as magazines shutdown and print slow down.

Ad pages reached $5.2 billion in revenue during the 2nd quarter.  The last quarter magazine ad pages saw growth was the fourth quarter of 2007.  With magazines folding, the field of ad pages have less competitors providing opportunity for your business to use print ads in your campaign mix.

Men’s Journal circulation acquired 80,994 on a total circulation of 722,681 print subscribers, increasing sales by 24.7 percent.  43 magazines went from print to online only versions last year, but only 16 magazine titles decided to drop their print for online, this year.

While ad pages declined 31 percent from 2006-2009 it is a good idea to keep an eye on your industry.  An example is Runner’s World who saw an increase in ad pages becauseof a boost in footwear, nutrition, New Balance, Foot Locker, and PowerBar spending for the month of September.  Regardless of the season, new advertisers or new print content, ad pages provide a valueable opportunity and alternative to your adverting mix.

RELATED BLOG

What is a Magalog?” Capstone Media.  September 13, 2010.

ABOUT:  MediaFinder  is a resource database of over 77,000 magazine, catalog, newspaper, newsletter, and journal publications.  They specialize in providing an online searchable database with targeted groups.

ABOUT:  Publishers Information Bureau, founded in 1945, monitors ad page revenue and ad placement.

FURTHER READING

Men’s Journal to Reinstate Cut Issue”. Lucia Moses, Media Week.  September 7, 2010.  Note- subscriber logon required.

September Issues Gain Ad Pages”. MediaBuyerPlanner.  August 24, 2010.

What is a Magalog?

It’s sometimes called a “catazine” the affect when the quality content of a magazine gets blended together with the product listing of a catalog.

Magalogs provide at least 6 benefits that complement interactive marketing.

  1. Since consumers receive nearly 15 promotional emails a day businesses can cut through email clutter with print promotions mailed postal.
  2. Brand awareness – achieved through content storytelling.  Like a magazine, it has space to include anything you find in a magazine.
  3. Discovery instead of search – digital marketing is usually searched (SEO) and it’s good to have keyword searches that are found, but sometimes it is better for browsing a print catalog where a customer can learn new products and ideas, as searching a website assumes the customer knows what they want.
  4. Megalogs can go cross platform – digital editions, QR code, websites
  5. Follows up with lapsed customer – acquire or reactivate old accounts
  6. ROI – magalogs gives a comparison of online sales during a set period of time

The “magazine” side of a magalog requires storytelling skills, thinking a content-driven magazine with journalistic-quality content that gives an entertaining aspect.  Storytelling & Social Media go hand-in-hand, but the good thing about a magalog is it takes the story aspect and weaves it behind your brand.

ATG, an online commerce software solutions company, found that 80 percent of consumers use multiple platforms when deciding on whether to buy or not, and in that same study 78 percent browsed catalogs to discover new products.

The “catalog” side provides your specific products and services and how the stories that are shared relate to the products being sold.  Magalogs have the eye-catching design on a 34 pound paper stock, educating and entertaining the customer on products and services that serve their lifestyle, while at the same time gets through the email-marketing and mailroom clutter.

Adding a magalog to a businesses mix complements social media activities by allowing customers to read about your products before they buy, either online or offline.  Customers are more likely to find your new product if given a platform to browse and discover it.