The Invisible Force: Reimagining Consumer Engagement Beyond Gender Bias

In the contemporary market, an oversight seems to persist—a blind spot towards an immensely influential consumer base: women. Are businesses truly seeing the force behind the female consumer, or are they rendered invisible by ingrained biases?

The Ignored Power of the Female Consumer
It’s alarming how many products and services are designed without considering the significant impact and potential purchasing power of women. There’s a prevailing false assumption that women might not have the economic capability to invest in these offerings. This oversight leads to missed opportunities and a disconnect between businesses and a major demographic.

Shifting Tides: The Evolving Consumer Landscape
Industries that historically fixated on male-centric marketing strategies must recognize that the landscape has dramatically shifted. Women are catalysts for change in consumer behaviors, wielding substantial spending power. The outdated perception that their primary consumer base comprises men no longer aligns with reality.

The Economic Force: Unveiling Female Purchasing Power
By 2028, projections suggest that a staggering 75% of discretionary spending will be attributed to women. This figure serves as a compelling wake-up call for businesses still tethered to the belief that their primary consumers are male.

Rethinking Business Strategies: Embracing Inclusivity
It’s high time for a fundamental reevaluation of business strategies and market approaches. Recognizing the evolving spending power and influence of women is not just a matter of morality; it’s a pragmatic business move. Adapting marketing, product development, and service delivery to be more inclusive can unlock an untapped market potential.

Conclusion: Redefining Perspectives for a Thriving Future
As industries and businesses strive to leap ahead, the pivotal question emerges: Are you still viewing your consumers through an outdated lens? Shifting perspectives, acknowledging the substantial influence of the female consumer, and adapting strategies accordingly is the key to staying relevant and prosperous in the market.

Online Videos in 2016

Is online video consumption really growing?

Do people really have time to watch a video online?

Here are a few points brought by Robert Kyncl, the Chief Business Officer at YouTube at CES 2016:

Right now, watching video—whether on TV or online—is the single most important media activity for people.

75 percent of all video will come over the internet by 2020.

More than five hours a day are spent watching video, and those hours fuel a $200 Billion economy, with the majority of that money coming from Pay TV subscriptions.

Only 2 other things people spend more time than watching videos: Sleeping and working.

New research  conducted with Nielsen shows that the time 18 to 34 year old spent on TV fell nine percent last year. Meanwhile, this same audience spent 48% more time on YouTube, with mobile viewing making up the largest source of growth.

And on YouTube, the average time people spend watching video on their mobile device is forty minutes, a gain of 50 percent year-on-year.

This is just a tiny slice of what is happening out there related to videos. There is also streaming videos from the couch. Consumers spent 42.5 billion hours streaming on Netflix during 2015, up from 29.1 billion hours in 2014. They spent 12 billion hours streaming in the last quarter alone, up from 8 billion a year ago.

Roku, a streaming solution for content creators and info marketers has now 8% of the market in the US and it is present in several countries.

With Cel phones shooting in 4k, quality is accessible to anyone.

Game changers lie YouTube Cardboard is also knocking at our doors, so virtual reality might be the next step for content creators.

Video is by far one of the best opportunities for business owners, content creators and info-marketers. Serialize content and syndicate is the new formula for success.

Check more info at Start My TV show

video marketing

Online Video Micro Moments

from Think with Google

Four types of video micro-moments

Video micro-moments generally fall into four categories: “I want-to-watch-what-I’m-into” moments, when people are seeking videos on their passions or interests; “I want-to-know” moments, when people are trying to learn something; “I want-to-do” moments, when they’re looking for step-by-step instructions on how to make or do something; and I “want-to-buy” moments, when they’re using video to try before they buy.

Three ways to adapt your video strategy to micro-moments

Brands can ensure they’re relevant and useful in these four video micro-moments by understanding their consumer’s intent on YouTube. Expand your focus from just who consumers are (for example, 18-34-year-old women) to what they want (“spring fashion trends”). In a micro-moments world, intent trumps identity.

Here are three ways to make sure you’re staying relevant and useful in moments that really matter—when your brand has a meaningful role to play based on what people really want:

1. Identify the micro-moments where your audience’s goals and your brand’s goals intersect

People come to YouTube millions of times each day, looking for videos that meet their needs, wants, and interests. Reimagine your consumer’s journey as a collection of these video micro-moments: What are his needs and questions, and when does he look for them? Once you’ve mapped out your consumer’s micro-moments, understand your place on the map: Where does your brand have the right to play?

Beauty brand Sephora, for example, knew that beauty content on YouTube grew by 50% from 2014 to 2015 and that YouTube searches related to “how-to” were up 70% year over year. For Sephora, how-to videos and tutorials were the magical intersection of the brand’s beauty-centric message and its audience’s beauty needs. That how-to and tutorial content now makes up more than 60% of Sephora’s library of video content.

2. Be there when your audience is looking with useful content that answers their needs
Once you understand how your brand maps to consumers’ video micro-moments, you can build a plan to be there when people are looking. The first step is creating relevant, useful YouTube content that adds value in those key micro-moments. The second is making sure your brand shows up when they need you, with organic and paid search, for example, or withshopping ads on YouTube.

Sephora has become a resource in its customers’ micro-moments by creating a variety of video content. To answer beauty fans’ calls for on-trend makeup and hair tutorials, Sephora uses the CCC content model: the team creates their own original videos, curates playlists of videos on trending YouTube topics like “beauty hauls,” and collaborates with YouTube creators to make content that feels organic in the YouTube environment. To make sure its content is discoverable, Sephora uses TrueView in-display ads, which give its videos prominent placement at the top of key beauty search results.

3. Help your audience find you, even when they’re not looking, with relevant video ads
Even when people aren’t actively looking for answers, brands can delight them by showing up with messaging that’s relevant to their interests. That means going beyond demographic targeting and connecting with viewers based on signals of intent or context.

Choice-driven ad formats are a great way to show that your brand understands and respects people’s intent; if someone chooses to watch your ad, it’s a powerful signal of their interest. Sephora, for example, usesTrueView advertising, YouTube’s skippable ad format. In-market and affinity targeting can also help your brand serve messaging that’s timely and helpful to consumers based on their most recent and repeated digital behaviors.

Context is also key. First, there’s the context of video. Video ads feel more at home in a video context than non-video environments. But beyond sharing video ads before or during video content, you can share your ads when people are in the mood for that messaging. For example, when Sephora consumers are already watching beauty videos on YouTube, they’re more open to Sephora’s beauty-related ads.

The purchase journey has been fragmented into hundreds of micro-moments. It’s imperative that brands be there in these micro-moments with relevant, useful videos. Those who “get the most points on the board”—and who prove themselves useful and relevant in the most micro-moments—will establish the greatest brand equity in an era of infinite consumer choice. If your brand isn’t there in your audience’s moments of need, another brand will be.


Video Quality and Consumer Perception

Does online video quality influence the consumer perception of your brand?

This is an infographic with some interesting data.

Let’s not forget 2 things though:

1. Quality content is more important than video quality

2. People are not willing to watch Tv production type brand videos online
video quality

The line between TV and online video will disappear in 2014

The screen won’t matter to the viewer in 2014, and it shouldn’t matter to the video marketer, either, says Millward Brown. Viewers will be happy to start watching a program on a smartphone and resume it on a big-screen TV. Video marketing needs to move just as fluidly, and marketers will need to do greater research to understand who’s watching.

Read from’s – 5 Video Marketing Predictions for 2014

The time for Online Videos

Like it or not customers are no longer walking into business to be educated by a salesman. They walk in ready to buy, knowing exactly what they want, and how much they are prepared to pay.

The decision has already been made online, before they meet you.

When they go online, and they look for video.

Video is today’s salesman.

A recent survey of 1,000 consumers global buying habits revealed

1 in 3 consumers watch video on a product page
41% of consumers share product videos socially.
60% Of the surveyed customers used a YouTube review video to make a purchase decision.
69% of consumers watch videos two or more times for “information-intensive products, before purchasing.” (for example anything to do with the marine industry)

Video is shared socially more than any other medium.

Videos are becoming a critical component of the digital purchase funnel

It’s an integral element of marketing that moves your consumers closer to that all-important buy.

The future of marketing today is being built around video.

Now, the stage is set it’s time for all business to begin creating real online value using video.

Consumers are naturally coming to expect video not as an add-on or a destination, but as an integral part of their online experience.

Understanding how your consumers interact with video And understanding why they consume video will allow you to gain a competitive advantage.

Small Business Video Marketing Strategies: Steps To Ranking a YouTube Video

How to use Google Plus Communities [Buzzbooster Tv #62] Today you will see all about Google Plus communities. How over-the-top boxes can change the face of your business and some cool tools to help you become more productive.


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