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14 Reasons Why You Need to Use Video Content Marketing

Source: Impact

Video and marketing go together like peanut butter and jelly.

From traditional television commercials in the 1960s to today’s YouTube, Snapchat, Vimeo, and even Facebook Live, it’s no secret that video has become a staple of our everyday lives.

While convenient and efficient for the consumer, video marketing provides marketers with an attractive, versatile, and extremely shareable medium to reach their audiences.

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Source: Impact

The Dramatic Rise of TikTok Marketing

Since acquiring and merging with in 2017, TikTok, and its censored Chinese equivalent Douyin, have been downloaded more than 1.5 billion times.

TikTok is a social media platform that allows users to upload short video clips of between 5 and 60 seconds. It is characterised by challenges that often become viral, spreading to other social media networks.

With TikTok alone boasting 500 million active users spending an average of 52 minutes per day on the app, it’s clear that marketers cannot afford to miss this opportunity.

Here are some examples of how brands have utilised the platform so far:

Participating in existing challenges

Trendjacking isn’t new or unique to TikTok and is perhaps the least effective method for achieving a brand’s ultimate marketing goals on the platform. However, it does assist with building an initial following, thus leading to:

Creating sponsored challenges

US clothing brand Guess is one of the only fashion retailers on the app, acquiring 38,000 followers off seven videos before launching their own #inmydenim challenge in late 2018. All in all total videos featuring the hashtag were viewed over 40 million times.

Partnering with influencers

TikTok’s most followed user, Loren Gray, boasts nearly 40 million followers of her own, and the platform is home to 22 accounts with more than 20 million followers.

When cosmetic brands eos, NARS and e.l.f. launched their combined ‘Eyes. Lips. Face.’ campaign they partnered with users such as Charli D’Amelio, number three on TikTok’s most followed. Ultimately resulting in more than four billion total views.

Overall the platform that TikTok provides is crucial to reaching Generation Z, of which 82% skip ads and more than half utilise ad-blocking software. Anti-marketing, less invasive strategies is the best way to reach this demographic. Brands need to create a sense of community  and generate content adapted to suit this specific audience.

A successful example of this is the National Basketball Association (NBA) which has segmented their offerings. Match highlights on Instagram, news on Twitter, and comedy, memes and motivation on TikTok. This strategy resulted in their account gaining nearly 10 million followers, the most for a non media and entertainment or technology brand.

The Impact Of Machine Learning On Digital Marketing Strategy

Machine learning is a type of artificial intelligence that allows for the creation of predictive models and algorithms that are able to learn and improve without the need for human intervention. These programs are then able to anticipate consumer behaviour in order to optimise marketing campaigns.

Several ways machine learning can impact digital marketing strategies include:

Enhances Pay-per-click campaigns

Machine learning is crucial to maximising conversion and positively contributes to campaigns by:

  • Showcasing metrics that are vital to your business
  • Identifying obstacles that could undermine your targets and goals
  • Determining key performance drivers in order to improve strategic decisions


Chatbots are perhaps the most noticeable and widespread implementation of machine learning software. Not only do they assist customers with information about products and services, but they are continually learning and improving through the collection of consumer data.

Content Marketing 

The internet has become inundated with content. Now, in order to succeed, creating content that is personally relevant and engaging for customers is more important than ever. By analysing consumer trends machine learning programs are able to reduce the time taken to track and decipher data, thereby producing actionable insights that are able to be employed.

Content Management 

The creation of meaningful relationships with leads, prospects and customers alike across multiple online platforms is crucial to building brand awareness and engagement. By analysing what type of content, keywords and phrases are most relevant to your desired audience, machine learning is able to successfully manage content.

Search Engine Optimisation (SEO)

SEO algorithms are constantly changing, and now, the mass utilisation of machine learning has led to insights from searchable content becoming more relevant than specific keywords during the search process. To stay ahead of the curve and maintain your high-ranking position, the quality of your content rather than the included keywords should be your main focus.

Alter messaging on the fly

Due to the ability to monitor consumer sentiment in real time, machine learning allows brands to alter their messaging based on the most recent customer feedback. These models also allow for the automation and personalisation of certain marketing processes by allowing machine learning algorithms to make decisions in real time in order to maximise effectiveness.

Predictive approach to Customer Segmentation

The utilisation of machine learning allows for the creation of micro-segments based on behavioural patterns that are incredibly difficult to spot. This data collection enables marketers to employ a predictive approach to customer segmentation, thereby allowing for the ability to lead each consumer individually through their customer journey.

12 Ways to Use Machine Learning in Digital Marketing

Source: Single Grain

Analytics. Personalization. Automation. Optimization. These are the pillars of success for digital marketing campaigns.

What if a single suite of technologies could multiply the effectiveness of all these aspects of marketing manifolds? That’s exactly what machine learning does. Gartner predicts that by 2020, around 30% of companies will be using machine learning and AI in at least one of their sales processes.

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Source: Single Grain


4 ways to reach your target audience

Source: Public Relations Sydney – From Around The Web

Your target audience is the people who may be potentially interested in the business’ products or services. They could be customers, potential customers, stakeholders, clients and more.

It’s important, particularly in PR, to identify who your target audience is to help you direct your messages and communication to the right people in a way that is meaningful to them. Once you have identified your target audience you can create a PR strategy to communicate with them.

This will help you to build a relationship with them, encourage them to become customers, build their brand awareness and increase your sales leads.

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Source: Public Relations Sydney

The Importance of a Website for Your Business Success

Source: Lyfe Marketing

Most consumers are looking online for information that will help them make smarter purchasing decisions. In fact, according to the eCommerce Foundation, 88% of consumers will research product information before they make a purchase online or in the store. This buying behavior trend emphasizes the importance of a website for today’s businesses.

If you want your company to be successful in the modern marketplace, you’ve got to have a professional website. Your website is the backbone of your business, supporting all of your digital marketing efforts.

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Source: Lyfe Marketing