ITB 2018 Special Reporting
Invest in video, but do not count out the e-mail newsletter.
Wednesday, 15th March 2017
Source : Angela Waters - Exclusive & Live from ITB 2017

Although companies are rightfully investing in video or mastering the art of advertising over new channels such as Instagram and Snapchat Rob Holmes, founder of GLP films says the e-mail newsletter still has relevance in a company’s digital marketing strategy.

“E-mail marketing is back,” Holmes told audiences at the ITB Convention in Berlin. “You can control it and target the exact people you want to reach.”

This is in contrast with sites like Facebook, Instagram and Snapchat which are moving targets as they are continually changing their algorithms which determine which users are exposed to which content. More often than not they are making it more costly for companies to get their content seen.

“You can link your social media content in your e-mails to increase exposure,” Holmes added.

He also stressed the growing importance of video, saying that 85 percent of content will be video by 2019, compared to 65 percent of current content.

Adding vide to your landing page can increase conversion by 80 percent and 92 percent of mobile users share videos on their devices with friends. But out of the 8 billion daily video views on Facebook, the American photographer said only 15 percent are viewed with sound.

“People will only look at a video for around 5 seconds,” Holmes said. “This is why you need to make sure your videos are authentic, purposeful, unique, compelling, inspiring and that they will have some longevity.”

He added that a good run for a video is a couple of months, a year is a great feat.

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