by fmadmin | May 7, 2024 | Content Marketing, Marketing Strategy
Tokenism: When companies spend more time on marketing their ESG interests rather than implementing them
The perception of ESG as a marketing activity has led to a greenwashing predicament where many brands are guilty of tokenism and others are fearful to speak on ESG topics, leading to the emergence of a new term – greenhushing.
In short:
- Brands are under pressure to improve Environmental, Social, and Governance (ESG) outcomes
- Brands perceived as disingenuous risk being labelled as tokenistic
- ESG activities need to be a business strategy, not a marketing strategy
Regardless of industry, sustainability and inclusion are hot topics. Businesses in Australia and around the world are under increasing pressure to improve ESG outcomes as a result of economic and policy changes and shifts in societal expectations.
ESG activities were once confined to corporate reporting, but the term is now used more broadly. Standards Australia defines it as “…the movement for businesses to operate in a transparent, environmentally and socially responsible way and to practice good governance”.
ESG activities should be tangible actions rather than brand-building activities, they may include programs or initiatives like:
- Energy efficiency and renewable energy adoption
- Waste reduction and recycling
- Water conservation
- Supplier sustainability assessment
- Diversity and inclusion initiatives
- Community engagement and philanthropy
- Ethical governance practices
- Employee wellbeing programs
Marketing activities may identify the need for an ESG strategy and can help to drive interest in it but an ESG strategy should complement the marketing strategy, rather than be contained within it.
Brands can no longer get away with leveraging social or environmental causes for marketing and brand-building
Many are called out for leveraging socially driven observances like International Women’s Day and Pride Month to drive brand awareness. Each year, conversations online and in the media acknowledge that such activity, even if it’s well-meaning, can distract from change rather than contribute to it. Frances Crimmins, YWCA Canberra Chief Executive spoke to the ABC on International Women’s Day “They don’t really have any connections with the global feminist movement… they are often sort of traits, catchphrases and hashtags which don’t do anything.”
Due to climate instability and greater transparency around social issues(see: WGEA data explorer), the need for businesses to advance ESG interests will increase. Business leaders can either follow, take the lead, or be dragged along.
- Recommendation: Companies must ensure they are genuinely implementing tangible actions rather than just speaking about or promoting social and environmental causes
Customers want to see an alignment with their values
ESG is a critical component for businesses striving to stay relevant and competitive. Many organisations seek guidance to identify and implement ESG goals due to pressure from disclosure standards, fear of perceived greenwashing, and because it’s the right thing to do. Today’s consumers, particularly Millennials and Gen Z, are more likely to support brands that demonstrate a genuine commitment to environmental preservation, social justice, and ethical governance. A study by Cone Communications found that 87% of consumers are more likely to purchase from companies that advocate for social or environmental issues.
- Recommendation: Marketers must ensure any claims are fact checked and backed up with evidence
Build longevity through the genuine incorporation of ESG
Companies can’t afford to overlook their environmental and social impact. Missteps can lead to public backlash, loss in profitability and reputation damage. Repairing trust after controversy can be an uphill battle that requires strategy adjustments. ESG should be a pillar of your business strategy before being incorporated into your marketing strategy.
- Recommendation: When tackling environmental and social issues, the question companies should be asking is “How can we do this?” rather than “How can we show we’re doing this?”
Consumers are quick to recognise when companies exploit social or environmental issues for mere marketing purposes, without tangible efforts to enact change. In an increasingly conscious marketplace, ESG isn’t just a nice-to-have. As consumers demand more ethical and sustainable products and services, and government reporting and regulations tighten, companies that take the lead on ESG initiatives will reap the rewards.
Talk to us to align your marketing strategy with ESG best practice
by fmadmin | Apr 11, 2024 | Content Marketing, Digital Marketing
Is video marketing part of your B2B marketing strategy?
From conveying brand identity to showcasing product functionality and engaging with audiences in real-time, we are seeing a diverse array of video formats that are highly effective in business marketing campaigns. From corporate brand videos to live streaming sessions, testimonial reels to animated explainers, each type offers unique advantages for capturing attention, building trust, and driving engagement with your clients – and don’t forget your employees! Let’s explore eight video formats that you can use in your B2B marketing.
1. Corporate brand videos
Corporate brand videos convey a company’s identity, values, and offerings. These videos often weave together elements such as the company’s history, mission, and product or service showcases, aiming to establish a strong brand identity and forge emotional connections with the audience. An effective brand video will tell a story and take you on a journey.
Check out: GreenPlus’ corporate brand video
2. Live streaming videos
Live streaming, on the other hand, involves broadcasting video content in real-time over the internet. It finds utility in various contexts, from live events and product launches to Q&A sessions and webinars. Live streaming’s appeal lies in its immediacy and interactivity, allowing viewers to engage with the content through comments, likes, and shares, encouraging a sense of community and participation.
Did you know: Live streaming video is the most commonly created type of video. 48% of video marketers have created live action video.
3. Testimonial videos
Testimonial videos utilise the power of satisfied customers or clients sharing their positive experience of a product, service, or brand. These videos are powerful tools for building trust and credibility, offering social proof of the benefits or effectiveness of a particular offering. Testimonials often feature authentic endorsements that resonate with potential customers.
Top Tip: Testimonial videos work generally best when they’re around 60 to 90 seconds. Keeping them short and to the point is important.
4. Demonstration videos
Demonstrations showcase how a product or service works in action, providing step-by-step instructions, usage examples, and demonstrations of key features. They are instrumental in educating potential customers about a product or service’s functionality and benefits.
Did you know: 82% of people have been convinced to buy a product or service by watching a video.
5. Event videos
Event videos capture the essence of live events such as conferences, trade shows, and corporate gatherings. They document the highlights, speeches, performances, and interactions that occur during these events, serving promotional purposes and providing recaps for attendees or a wider online audience.
Check out: ARAMA’s event video
6. Animation videos
Animation, characterised by illustrations, graphics, and motion design, lends itself to visually engaging storytelling and the simplification of complex concepts. It can be utilised across various mediums, including explainer videos, marketing campaigns, educational content, and entertainment.
Did you know: With no location or camera crew required, an animation video can often be produced in a shorter timeframe while offering more creative freedom. However, it may not always resonate as strongly with viewers on an emotional level or establish a human connection as effectively.
7. Explainer videos
Explainer videos offer concise and engaging presentations designed to explain a product, service, concept, or process. Using animation, motion graphics, or live-action footage along with narration or on-screen text, they simplify complex ideas and are commonly used on websites, landing pages, and social media to introduce products or services and generate interest from potential customers.
Check out: CS Gas’ explainer video
8. Interview videos
Finally, interview videos feature conversations between a host or interviewer and one or more guests. Covering a broad range of topics, including industry insights, expert opinions, personal stories, and thought leadership, these videos provide valuable insights, foster discussions, and help humanise brands or organisations by showcasing the personalities behind them.
Check out: EPEC’s Employee Value Proposition (interview) video
Video helps you to be creative with your marketing, providing a platform to tell stories, showcase products, and connect with customers. Using video elevates your marketing and helps you to stand out as a choice for your customers or current and future employees. By using video and creating compelling stories that resonate with your audiences, you can build stronger connections, drive conversions, and ultimately, market your business with greater impact and effectiveness.
Talk to us if you want support with building video into your 2024 content marketing strategy.
by fmadmin | Mar 15, 2024 | Content, Digital, Strategy, Uncategorised
Discover video marketing and how it could benefit you.
“90% of marketers say video has helped them generate leads.” – Wyzowl
Incorporating video into your digital marketing strategy and communications is highly effective in influencing, educating, and communicating with your target audience.
So, let’s dive into it.
What is video marketing?
Video marketing is using video to market your product or service across a variety of digital channels. Video evokes emotion, allows you to tell your stories and genuinely connect with an effortless dialogue.
So why is video marketing important?
“Video is worth 1.8 million words.” – Dr. James McQuivey of Forrester
People genuinely don’t seem to read as much anymore and with the speed people digest their media, integrating video into your marketing strategy has become a necessity.
Plus, video marketing has some amazing benefits
Engagement
Video can capture attention and keep audiences engaged more effortlessly than text or static images. The dynamic nature of video, especially if you get the visuals and audio right, creates a memorable brand interaction that goes deeper than an article or blog.
Shareability
Social media platforms prioritise video content, making it more likely to be seen and shared by customers and team members – increasing your brand’s reach and visibility.
Conversion
Studies consistently show that incorporating video on landing pages or in email campaigns significantly increases click rates. 66% of people prefer to learn about a product or a service through video over reading. Whether it’s telling your brand story, showcasing a product or sharing customer testimonials, video provides a more naturally persuasive and convincing way to communicate with potential customers.
Improved SEO
It is not only social media, good old Google favours websites with video content, ranking them higher in search results. Video snippets in search engine results pages can also increase click-through rates, driving more traffic to your website.
Building trust
Video humanises your brand and gives it a personality, something that is harder to achieve in the B2B space. Whether it’s through workplace footage, interviews with team members, customer testimonials, introductions or demos of your products/services – video helps build understanding, trust and credibility with your audience.
Company culture
Video is a powerful medium for showcasing your company culture. It gives viewers a glimpse into your workplace environment, values, and team dynamics. In a competitive market it can help you attract like-minded employees as well as foster a sense of pride and belonging among your employees, partners and customers.
Strengthening your brand image
Video allows you to convey your brand’s personality, values, and unique selling proposition in a way that resonates with both your team and your target audience. Through storytelling, visuals, and music, you can evoke emotions and create a lasting impression that strengthens brand recall.
Many B2B brands think video is for FMCG and consumer brands… I beg to differ
“Business to business products and services are often harder to understand, so using video to create a story that explains what you do and at the same time builds pride and emotional connection to why you do it, is a very powerful communication tool.” – Caitlin Dillon, Focused Marketing
Video can of course be more expensive than other creative output, but it can be cleverly planned to optimise your return on investment. By planning ahead and working closely with our video partners, we help our clients capture the content they need to tell their stories across a number of channels and elements of their business.
Recent professional shoots for our customers have incorporated the filming of products, equipment, staff stories, customer testimonials and more. This content will be shared in a variety of formats such as brand videos, product launches and social channels across the year, maximising ROI on the professional shoot. Check out our blog post covering the various types of video marketing here to learn more.
There is no doubt that video increases engagement, understanding and brand trust, and in turn boosts conversion. And while everyone is a videographer these days with your phone in your pocket, we highly recommend engaging a professional videographer if you are using it to build out your digital content marketing strategy. Polish is so important to brand image.
Talk to us if you want support with building video into your 2024 content marketing strategy.
by fmadmin | Feb 8, 2024 | Digital, Strategy
As we step into 2024, marketing trends continue to evolve at an exponential pace. With new technologies and shifting consumer behaviours, how can businesses stay ahead?
In this article, we’ll explore the latest marketing trends for 2024 and equip you with 6 actionable tips and tricks to maximise your return on investment (ROI).
1. Optimise for voice search
With the rise of voice-enabled devices and virtual assistants, optimising your content for voice search is no longer optional – it’s essential. Tailor your SEO strategy to accommodate natural language queries and long-tail keywords that align with conversational search patterns. By optimising for voice search, you can enhance your brand’s discoverability and drive traffic to your website.
2. Prioritise video marketing
Video continues to dominate, captivating audiences and driving higher engagement rates. Incorporate video content across your marketing channels, including social media, websites, and email campaigns. From product demos and testimonials to brand videos, create meaningful connections with your target business audience, delving deeper to enhance engagement and optimise ROI.
3. Hyper-personalise customer experiences
Personalisation is the key to standing out and nurturing customer loyalty in a busy market. Leverage data-driven insights to deliver relevant and tailored experiences across every touchpoint of the customer journey. From personalised recommendations and dynamic content to customised offers and messaging, prioritise personalisation to deepen connections with your audience and drive repeat business.
4. Embrace AI and automation
Artificial Intelligence (AI) and automation have revolutionised marketing strategies, enabling businesses to streamline processes, enhance targeting, and deliver personalised experiences at scale. Invest in AI-powered tools and automation for data analysis, segmentation, and personalising the customer’s experience to optimise campaigns and deliver results.
5. Leverage user-generated content
In the age of social media dominance, user-generated content (UGC) reigns supreme. Encourage your customers to create and share content related to your brand, products, or services. UGC not only promotes authenticity but also amplifies brand reach and engagement. Implement user-generated content campaigns, competitions, or hashtags to harness the power of peer influence and boost ROI.
6. Elevate engagement: empower your audience with interactive content
Interactive content, such as quizzes, polls, surveys, and interactive infographics, not only captivates audiences but also encourages active participation and engagement. Incorporate interactive elements into your marketing campaigns to provide value, gather valuable insights, and encourage meaningful interactions with your audience. By creating interactive experiences, you can differentiate your brand, stimulate conversions, and engagement.
Through understanding the latest trends and developments you can formulate effective marketing strategies to connect with your audience and maximise your efforts.
For more information and assistance with your marketing contact our team at Focused Marketing and make it happen!
by fmadmin | Dec 4, 2023 | Digital, Strategy
The end of third-party cookies signifies a shift toward greater privacy protection
Do you remember when Google announced their plan to phase out third-party cookies in Chrome, in 2020? Well, their plans are on track and the phase-out will begin in Q1 2024. This will essentially put an end to cookie-based advertising.
For brands who rely on third-party cookies for digital advertising, this means drastically changing their strategy. For consumers and web users, this change signifies a welcome and well-overdue shift toward greater privacy protection online.
In this blog, we discuss how and why brands must put privacy at the forefront of online experiences, amid a digital landscape that is drastically changing.
Key points:
- Privacy-conscious consumers are demanding greater transparency and want more control over how their data is used
- A transformation is unfolding in the online data environment where for years, brands have used third-party cookies as a key part of their digital advertising strategy
- Brands need to rethink how to prioritise privacy to gain and keep consumer trust
How do third-party cookies fit into the mix?
Cookies are small pieces of data stored on a user’s device by websites they visit. These data files serve purposes including improving the user experience, remembering user preferences, and tracking website usage. Websites use cookies to store information about a user’s session including login credentials, language preferences, and items in a shopping cart. There are different types of cookies, including:
- Session cookies: These are temporary cookies that are erased when the user closes the web browser. They are used to store temporary information, such as a user’s session ID, which is necessary for the proper functioning of certain website features.
- Persistent cookies: Unlike session cookies, persistent cookies remain on the user’s device even after the browser is closed. They have an expiry date and are often used to store information such as login credentials or user preferences for future visits.
- First-party cookies: These are set by the website the user is visiting. They are commonly used for purposes like remembering user preferences or maintaining a user’s logged-in state.
- Third-party cookies: Third-party cookies are the mechanism that enables cross-site tracking and several major browsers. These are set by domains other than the one the user is visiting. Third-party cookies are often used for tracking and advertising purposes. Advertisers and analytics services may use them to collect information about a user’s browsing habits across different websites.
Advertisers have long relied on cookies to track customers, display targeted advertising, and tailor customer experience. With a series of recent high-profile data breaches in Australia, it’s no surprise customers want greater control over how their data is collected and used.
Consumers want greater control over privacy. Image by John Schnobrich via Unsplash.
The Optus breach in September 2022 impacted 9.8 million customers, Medibank in December 2022 impacted 9.7 Million people, and the Latitude breach in March 2023 impacted 14 million customers, according to Upguard.
Ensure you obtain informed consent before collecting data:
- You must obtain customer consent before any sort of data collection
- Provide transparent information about how data will be used, stored and protected, so customers understand what they’re consenting to
- Your privacy policy must be designed in line with relevant requirements, including those set out by the Australian Information Commissioner
A greater demand for privacy
Three-quarters of Australians feel data breaches are one of the biggest privacy risks they face, according to the latest Australian Community Attitudes to Privacy Survey, released in August 2023. That is an increase of 13% since the survey was conducted in 2020.
Google says their phase-out of third-party cookies is an effort to better protect user privacy. With the impending phase-out currently on track to be complete in 2024, a significant transformation is unfolding in the Australian data environment. Safari and Firefox have already undertaken similar actions and with Google Chrome owning most of the market share, its phase-out will essentially render third-party cookies redundant.
Google says their phase-out of third-party cookies is an effort to better protect user privacy, image by firmbee via Unsplash.
“As part of the Privacy Sandbox project, Chrome is phasing out support for third-party cookies and proposing new functionality for cookies along with purpose-built APIs to continue supporting legitimate use cases while preserving user privacy.” Privacy Sandbox project
As more and more consumer data is collected, tightening up data control is of increasing importance. Privacy laws are rapidly changing to accommodate the fast-paced digital landscape and brands must ensure that they stay up to date with all relevant guidelines. In Australia, businesses are required to protect customers’ personal information. Those with an annual turnover of $3 million or more must comply with the Privacy Act and small businesses with an annual turnover of less than $3 million still have obligations. Depending on business activities they may also be required to comply with the Act.
Ensure customers are aware of how data will be stored:
- When privacy policies are changed or updated, this must be proactively communicated to customers, ensure you lay out what has been updated and why it is taking place
- To increase confidence and trust, provide clear pathways for customers to revoke or change consent
Brands that place transparency at the centre will gain trust over the long term
As brands re-strategise their digital advertising approach, those who prioritise transparency will gain and hold customer trust. Brands should make it easy for users to understand what information they collect, how their information is stored, and what the company is doing to keep it secure, as well as providing clear pathways to change or revoke consent.
Are you eager to prioritise privacy as part of your digital brand experience? Contact our team at Focused Marketing and make it happen!
