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Created by Response Marketing to help brands think about opportunities and trends in marketing and media.

04Video Context Strategy

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11Email Is Not Dead

19The Accidental Programmer

27The Latest Happenings In Social Media

Video Context Strategy

As online video continues to grow dramatically, composition, length, and type of content each factor into how a video will perform in each channel.

On smartphones, about 94% of website visits across the world begin in portrait mode.

Snapchat recently said that vertical “ads are viewed to the end nine times more frequently than horizontal ones.”

Audi recently launched a vertical video ad campaign and saw promising results, with a 36% video completion rate, which is 80% higher than the automotive benchmark.

With over half of their audience viewing videos on a mobile device, Mashable recently brought vertical video into their editorial.

Instagram has allowed both vertical and horizontal imagery and videos.

Different Platforms. Different User Expectations.

Email Is Not Dead

It wasn’t long ago that many felt email would be a dying medium.

Email User Base Is Huge And Growing

Email Is Effective For Delivering Your Message

Open rates are generally in the 20–25% range.

Email Drives Quality Traffic To Your Content

Click-thru rates are generally in the 2.5–3% range.

Email Is A Lead Generation Tool

For B2B marketers, 88% say email is the most effective

lead generation tactic.

Email Is A Sales Driver

66% of consumers have made a purchase as

a direct result of email.

Email Has A Strong ROI

88% of marketers say email marketing is bringing

them a positive ROI.

Email Is Key To Highly Targeted Advertising

Email List

What You Need To Consider

Database Building And Nurturing

The typical email database degrades by about 22% each year.

Mobile First

53% of emails are now opened on a

mobile device.

The Accidental Programmer

How we use programming concepts in everyday life, and how it can benefit your brand & customers.

Let’s take a simple task that many of us experience on a daily basis-ordering/making a cup of coffee.

Before we can start making the coffee, we need to work

out some of the variables that will affect the result.

• How do they want their coffee? • Do they want sweetener? • Do they want cream? • What size do they want?

Now that we have a solid picture of what success

looks like, we can focus on how to achieve it:

• If they want espresso, I will need to grind the beans differently.

• Are we out of sweetener?• Do we have coffee beans?• Are there clean cups?• Has the water boiled?

At every step we should be applying a single principle at both the micro and macro level:

By asking this question you can find out the real need, and sometimes you can help solve it right away, without

additional features being tacked on later at a cost.

“What problem are you trying to solve?”

making the contact button bigger

increase the conversion rates to our CRM

by 10% in 3 months

MICRO MACRO

Thinking like a developer does not require knowing programming languages or syntax.

How To Win Friends And Influence Developers

A deeper understanding of your customer’s needs for future context

Ongoing emotional investment from the developers and project lead

The ability to convey important decisions to team members

The Latest Happenings In Social Media

More prominent calls-to-action are now making it easier for customers to initiate customer service conversations or place a phone call.

New lead ads remove a lot of the friction of filling out forms on your mobile device. Through a call-to-action

button such as “Subscribe”, Facebook will automatically populate contact info from a user.

Instagram has also begun testing different CTAs including “Shop Now”, “Install Now”, “Signup”, and “Learn More”,

allowing users to take an action directly from an ad.

Videos and GIFs uploaded directly to Twitter, or Vine videos, will now automatically play in a user’s feed.

“people were 2.5x more likely to prefer autoplay videos over other viewing methods...”

LinkedIn’s Sponsored InMail has some new features that make it much more effective. 100% delivery is limited to a user receiving only one email for

60 days. This gives the advertiser 100% share-of-voice during that period.

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