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As you’ll know, YouTube is the second largest search engine behind Google in many countries. It’s the number one ranked entertainment site and 3rd most visited in the UK by Hitwise. Given this and since popular videos are displayed in the “one-box” of blended search results for some queries it’s worth investigating how YouTube can be used to reach a wider audience.
It’s an enormous site with a lot of competition given the rate at which new videos are uploaded:How to assess the opportunity of YouTube – a short tutorial
Getting cut-through on YouTube is like any content on the web, you need to have defined your audience and created something of value which will be shared. There are also the tactics of uploading and setting appropriate titles, descriptions and tags. We recommend ReelSEO YouTube tips for finding out more about these.Defining standard consumer search behaviours
Let’s take the example of a phone manufacturer. I like to start with keyword research using the Google Keyword Tool and the other Google tools as explained in this article on the Google Toolkit by James Gurd.
From this, you will identify the main consumer behaviours grouped in your keyword list. So for a mobile phone manufacturer, common search behaviours will be:
I’d identify around 10-20 common search behaviours for a single popular category and product.
With this initial research complete, we can then turn to the YouTube Keyword Suggestion Tool and test for different searches.
Just like the Google keyword tool, this dedicated keyword research tool is a handy tool for all those in video marketing.
The keyword tool for YouTube is not as powerful or feature rich as the traditional Google Keyword tool, but it is helpful enough to show us the relative importance of search behaviour.
The image below gives an example of the tool in action exploring nokia related keyterms. As you can see, for a brand like Nokia, we find that more searches occur on a model level .
Digging a bit deeper, we can limit results to our target keywords from our existing research. It’s also useful to set the results to phrase or exact match and then you can see the number of searches specifically for that phrase:
You can see that the search volume for the generic keyword “smartphone” is much lower than might be expected. Surprisingly there is a relatively low search volume for reviews. This may be a little misleading since such videos are still popular if they feature in the main Google search results or through PR – information on this will not be available here. Taking the example of Lumia reviews, you can see there are hundreds of thousands of views for these types of videos, so the keyword search volume “not enough data” is misleading about the demand for people to interact with these videos.
I hope you find this useful, it’s a tool we haven’t seen discussed as much as the standard Google Keyword Tool. Let us know how you find it if you’ve used it before or as you start using it.
You're reading Assessing The Opportunity Of Youtube Marketing
The second largest search engine after Google, YouTube is a powerful platform for digital marketing. Every day millions of viewers create their accounts, watch valuable content, ask queries, and search the content they’re watching for specific information. Such an engaged platform has several functions in digital marketing. If you want to know in detail, keep reading the article.
A video speaks louder than words. Here lies the popularity of YouTube because it allows users to upload videos on several topics to educate the watchers and inform them with helpful information. Like other social media, YouTube also becomes a favorite platform to show digital marketers’ creativity and unique approach to hitting the target, achieving business goals, and painting their success stories on YouTube canvas.What is YouTube Marketing? Why is YouTube So Important in Digital Marketing?
It’s the second-largest search engine after Google, so traffic is limitless
Marketers can analyze organic and paid both traffic
Ads and creating a channel to upload promotional videos are both possible on YouTube
Business owners can target the local market through YouTube
Local SEO is an effective medium to attract traffic to your site
YouTube supports more than 80+ languages worldwide
So, YouTube itself is an ideal zone for digital marketing and spreading about your brand on quick notes.
Since video creators have been increasingly covering several topics for users, digital marketers use the platform for maximum outreach and branding. Storytelling, informative guide, tutorial, etc., are massively covered in this platform and attract millions of viewers daily. So, the function of YouTube is essential. To try digital marketing on YouTube in the coming days, you must learn more about the platform.Functions of YouTube in Digital Marketing
If you have been watching YouTube for the last few years, you can notice several modifications YouTube has made. Mainly the interface and the search option. It’s become more accurate and specific. Let’s check its functions below −YouTube can fetch diversified traffic
Once you upload a video on any topic and use relevant keywords, the video can be flushed on millions of device screens globally. Thus, the promotion can eliminate the barrier and reach out to viewers in any corner of the world. Imagine your site will overflow with traffic if the exciting video content hooks the viewers.Helps in Google ranking Helps in Lead Generation YouTube Helps you to Mount an Email List The platform helps in Great Engagement It helps in Branding
There’s a story behind every brand. You can create a video based on the story and upload it on YouTube. If the story has exciting elements, watchers will enjoy watching it. This way, you can brand your product or service and attract watchers. Branding will be straightforward here, and you can attract global viewers.
The above-noted functions add value and help in digital marketing strategy to promote products, get maximum visibility, and spread the business on quick notes.A Few Tips on Your Business Channel on YouTube
If you plan to start digital marketing for your business using the YouTube platform, let’s consider a few valuable suggestions below −
Create the business channel using the business logo so viewers can easily recognize your company.
Create simple and eye-soothing background color
Upload videos consistently, and set a day or two in a week so that your regular viewers can see you there on those specific days/days
Try to upload moderate lengths of the video so that your watchers will retain with you up to the end
You must focus on SEO on every video you upload, using competitive keywordsConclusion
Bitcoin gambling was arguably one of the first mainstream applications of blockchain technology following Satoshi Nakamoto’s seminal Bitcoin whitepaper of 2009. The launch of Bitcoin coincided with a time when US regulatory bodies were cracking down on internet gambling. With the US having already banned sports betting under the “Professional and Amateur Sports Protection Act of 1992”, the then Bush administration went on to effectively shut down the online poker industry overnight in 2006. This landmark event, which came to be known as poker’s “Black Friday”, was one of the most profound moments in online gambling’s short but beleaguered history.
Bitcoin was seen by many as an answer to this problem; without any regulatory oversight, the fledgling cryptocurrency became the go-to medium of exchange for the technically-minded gambler, side-stepping regulators and providing a route back to the tables for players not just in the USA but across the world.
Nearly a decade on and Bitcoin gambling is still growing at a considerable rate. The number of Bitcoin casinos has now surpassed the several hundred and players have gone on to bet with, not just Bitcoin, but other cryptocurrencies too. However, what started as a regulatory loophole has now sparked a much more fascinating shift in the industry’s understanding of gambling – a shift that is now showing enormous opportunity for the market at large.
Bitcoin was introduced as “peer-to-peer electronic cash”, a method of payment that could replace the existing banking infrastructure but without the bureaucratic overhead and costly delays. For gamblers, Bitcoin proved to be a valuable tool in replacing the existing network of fiat deposits and withdrawals: transactions that were slow, opaque and prone to interference. As a tool for payments, Bitcoin was a worthy challenger to the existing gambling industry – not only for its pseudonymity but its simplicity too.
For over six years, Bitcoin found itself leading the market uncontested – it wasn’t until July 2024 that the world’s favorite cryptocurrency would be joined by another equally ambitious blockchain, Ethereum, whose raison d’être was not in peer-to-peer transactions, but in the execution of complex smart contracts.
Ethereum brought to the table what no other technology had ever done in the past. Immutable software that would run as programmed, without the downtime and without the involvement of a trusted middleman. What Ethereum offered to the gambling industry was something far more powerful than just the mundane replacement of deposits and withdrawals – a properly constructed smart contract could replace the need for a casino operator in its entirety.
This new potential for “smart contract casinos” was clear from the very launch of Ethereum, however, the initial complexity and technical limitations of delivering on such a promise was out of reach until only recently. What the industry is now seeing in 2023, in the early stages of a shift towards decentralized casinos and betting platforms that operate without the need for a trusted third party.
In a few short years, Ethereum has become home to over 400 decentralized gambling applications, with gameplay ranging from traditional casino slots through to gamified options trading and prediction markets.
What Next for Blockchain Gambling?
Despite the growth in cryptocurrency betting, the mainstream gambling market is far from interested in adopting these new technologies. What started as a niche regulatory loop-hole in 2010 is now a niche technical curiosity in 2023; the number of players betting with smart contracts is in the thousands, not millions, and those with first-hand experience in smart contract betting will be the first to say that speed is not a forté – something which a traditional bettor simply would not tolerate. However, those who are able to look past the current drawbacks of Ethereum and envision the market in five to ten years will have seen a more substantial opportunity that lies ahead.
A new version of Ethereum – ETH 2.0 – is taking its first steps in Q1 2023 and is likely to be fully operational within three years. At this point, not only will the current speed limitations of smart contracts be largely solved, but so too will the mainstream onboarding process of Ethereum.
The Ethereum ecosystem is attracting new users in myriad ways. Gambling, despite being a growth area for the blockchain, pales in comparison to the $500 million funneled into decentralized finance in two short years, or the many billions invested in the ICO craze of 2023/18. Whether it’s the 7.5% interest being offered on Compound.finance or the need to battle cute creatures on Axie Infinity, the more users entering the ecosystem the less friction there will be for an increasing number of gambling applications.
Help When Needed: Equal Opportunity Office Protecting employees from unlawful harassment, discrimination
Equal Opportunity office staff: Kim Randall (from left), executive director and Title IX coordinator, Eleanor Druckman, assistant director and Title IX investigator, and Kelly Matos, administrative coordinator. Not pictured is Mary Ann Phillips, assistant director for compliance. Photo by Cydney Scott
This is part five in a series about Boston University services available to faculty and staff to help with work-related and personal issues.
Boston University has a scrupulous policy of promoting equal opportunity in educational programs and employment and prohibits discrimination in any form. And if employees have concerns about unlawful discrimination or harassment, they have a place to go.
BU’s Equal Opportunity office (EOO) investigates and resolves complaints related to discrimination and harassment—including sexual misconduct—directed against employees. (Similar complaints directed against students are handled by the Judicial Affairs office.)
EOO executive director Kim Randall says her office welcomes faculty, staff, and students to come and discuss their concerns. “At the same time,” she says, “we want to remind them that if they share information that suggests to us that a violation of a BU policy may have occurred, we may need to move ahead to investigate the matter and ensure that any violation of policy is addressed.” Randall notes that her office is federally obligated to “promptly ensure that any unlawful discrimination or harassment stops, that possible future discrimination or harassment is prevented, and that we reverse, to the extent possible, any negative impact it created.”
The office covers both the Charles River Campus and the Medical Campus, as well as all of the University’s off-site locations, including Study Abroad programs.
Randall says that the nature of the complaints varies widely, from discrimination or harassment to interpersonal violence and sexual assault. Once a complaint is made, the goal is to complete the investigation within 60 days. That entails interviewing the people involved (sometimes several times), talking to witnesses, collecting documentary evidence, and taking any necessary temporary measures. Once an investigation is complete, EOO staff put the findings in a report, detailing the available evidence and offering a conclusion as to whether the person has violated BU’s equal opportunity policy or sexual misconduct/Title IX policy.
Randall says that those involved in a complaint usually are anxious. “These cases can be difficult and emotions often run high,” she says. “We do our best to assure both complainants and respondents that we will conduct a fair and thorough investigation as quickly as possible. We often put interim measures in place to help the individuals feel safe during the investigation—for example, no contact orders or temporarily reassigning residential or office space—and we make sure the individuals know where they can go for support.”
As part of its mandate, EOO offers comprehensive two-hour training about unlawful discrimination and harassment in general, and about sexual misconduct specifically, for departments and offices across campus, as well as shorter briefings on sexual misconduct. All sessions include a discussion of definitions, examples, reporting options, and confidential resources.Affirmative action and reasonable accommodation
EOO also works with Human Resources (HR), the Office of the Provost, and the three Medical Campus schools throughout the year to gather data for the University’s annual Affirmative Action Plan. Once the information is analyzed, the office reviews the results with HR and determines what areas or departments might need special recruiting attention to increase the number of female, minority, or veteran applicants or applicants with disabilities in the pool of qualified candidates for open positions. HR then helps that department to identify potential openings and to recruit a diverse pool of candidates.
The office plays another key role: helping faculty and staff with disabilities (Disability Services works with students) or those seeking accommodation for religious practices. EOO staff work with people who believe that a disability is making it hard for them to perform their job responsibilities. Staff meet with them, review information from their medical provider outlining the limitations and how those might affect their ability to do the job, and review the accommodations that can be made. For example, if ergonomic accommodations are needed, EOO will ask Environmental Health & Safety to do an assessment. The office might also reach out to Disability Services to tap the expertise of its personnel about special technology available to assist someone in the workplace.
Once the appropriate reasonable accommodations have been identified, EOO staff then work with the employee’s supervisor and department to make sure they are put in place.
Similarly, if the request is for an accommodation for religious practices, the office identifies with the employee the practice it is needed for and meets with that person’s department to determine how the need can be addressed.
“We do our best to ensure that both the employee’s needs and the business needs of the department are met,” Randall says.
The Equal Opportunity office is at 19 Deerfield St., second floor. For more information about the office or to schedule an appointment, email Kim Randall at [email protected] or call 617-353-9286.
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One of the biggest shifts we’ve since seen in the last year for social media marketing has been the increasing use of international campaigns. This is not very surprising when you consider how globalized our economy has become and the fact that US companies are voraciously spreading their brands to new territories for easy profits. Mirroring this trend is the online move for social media to spread people’s awareness in new territories as well as handle support and complaints efficiently overseas.
The statistics are clear: Around 80% of Facebook’s users are outside the US and Canada and roughly 70% of Twitter’s user base too. This just goes to show how many people are currently being left out in the cold.
The real challenge here is to tackle the situation exactly the same way you would back home; with people deep inside your organization who speak the language and understand the culture. This is essential to build social media trust and will prevent anyone on the receiving end of your messages feeling like they were just an afterthought in a cold, corporate strategy drummed up in a board meeting.
Perhaps most importantly, you need to ask yourself whether or not your campaigns should even be ported overseas at all. Not every country or territory is going to be receptive to your brand, product, message or service. So be selective and make sure you can dominate the space before you enter it. This can be a daunting process since campaigns launched in the States not only have to be localized for each market, but sometimes they have to be scrapped and thrown out altogether. If you are doing a Super Bowl social media promotion for example, how would you translate the term ‘Super Bowl’ from English to Swahili so people will know you’re talking about a sporting event and not some amazing dish you’re dying to cook for them?
Then there’s the challenge of meeting them on their own home turf. While Facebook and Twitter seem to be popular in most countries, others are dominated by completely different platforms like Orkut, Tuenti or VKontakte. These will have to be leveraged, and, in some cases, even learned to meet your target demographics where they are.
Of course many products have strange crossover appeal too. For example, video games are mainly popular with younger boys in the States, but in many Asian countries certain games are just as popular with girls. Can you be sure your product will be accurately represented in each territory?
The Topic of Translation
Here are some examples how Starbucks and Uniqlo are doing all this and dominating with their campaigns…
Starbucks is one of the undisputed kings of social media. They have such an authoritative brand presence that they don’t necessarily need the social media to enhance their brand but they still use it as an effective tool to communicate with their customers. Interestingly enough, most of Starbucks’ tweets start with an apology. While other companies like to sweep problems under the rug to look good, Starbucks goes out of their way to encourage customers to tweet their problems so they can solve them.
A very mature approach.
They even have their own mini social network if you will, called My Starbucks Idea. This is a stroke of pure genius. It allows anyone to post ideas they would like to see incorporated into the company and then everyone can vote on them. Starbucks then follows up on the ideas with their blog to keeping people informed about what they’re doing with it. This not only gives the chain priceless ideas and feedback, but it also fosters a culture of customers feeling appreciated.
A huge win/win!
Starbucks is the benchmark for how everyone should be using social media.
While Starbucks is the king in the food world, Uniqlo is making big strides in the clothing industry. For each country they have a presence in, they have dedicated unique social media accounts for each. They want to ensure that each territory’s profile is a tailored, accurate reflection of the needs and issues that come up. In the US for example, they have 528,000 Google +1s, while in the UK their numbers pale in comparison with only 270. In China they have a strong presence on Renren because it is so incredibly popular. They keep their content very local and highly relevant and their levels of engagement vary drastically from country to country too, which is to be expected.
The Challenges Ahead
Like any new space, technology or undertaking, there are bound to be some major hurdles and perhaps even disastrous mistakes ahead – just like we’ve seen with so many big brands in the last year.
So the questions that need to be addressed are: how do you plan to meet the varied needs of people speaking different languages and spread across multiple time zones? How do you align your social media marketing strategies as per the needs and priorities of different markets worldwide?
This is something many brand managers and social media marketers are thinking about right now. So any brave entrepreneur out there that wants to tackle the space with a smart solution, now is your time to dive right in. I’ll applaud you and most probably be one of your first customers.
Key Points to Keep in Mind when Handling Social Media on a Global Scale:
1. One account vs. Multiple Accounts – Should you have one social media account to cater to your global audience or should you create different accounts based on the country you’re present in? Should these accounts be handled centrally or should you appoint native account managers for each region? Native account managers have more of an inkling of what would and wouldn’t work in their geography. Organizations thus need to create a flexible framework that’s practical and mentions clearly who needs to do what and when.
2. Being Careful With Translations – There have been quite a few marketing blunders committed by companies when promoting their products. Pepsi, KFC, Coca Cola in China, Parker Pens in Mexico… the list is endless. You do not want to depend on literal translations or translations that have not been proofread by a native of that language.
When Pepsi started marketing its products in China a few years back, they translated their slogan, “Pepsi Brings You Back to Life” pretty literally. The slogan in Chinese really meant, “Pepsi Brings Your Ancestors Back from the Grave.”
KFC experienced some real problems when its phrase “Finger Lickin Good” came out in Chinese as “Eat your fingers off”
Parker Pens tag line – “It won’t leak in your pocket and embarrass you” when translated in Mexico came out to be – “It won’t leak in your pocket and make you pregnant”.
Important Tip for Marketers – Be aware of the nuances and differences in each culture. A small mistake can turn out to be a huge blunder and embarrassment for the company worldwide. Avoid relying too much on Google Translate to create local language content.
3. Fragment your Markets – Treat each market individually; don’t assume reactions and responses will be the same to a common campaign you may decide to run. A campaign that’s successful in UK may not succeed in Spain, Portugal, France or Belgium. Understand the traits and act accordingly.
For example – If your target is Singapore you need to take care of the fact that Singapore audiences are made up of people from India, China, Malaysia etc. Hence keep a check on different races, religions and beliefs. You don’t want to put up any content that’s offensive in nature to any of those communities.
4. Dealing with a Crisis – Make clear guidelines on what action to take in times of a crisis. Define issues that can be handled by the social media team or if it has to be escalated to the top management. Ensure you have a Plan B ready always.
5. Connect With Your Audience – Make your audience a part of your conversation. Ask them for suggestions, creative ideas, tips and tricks on how you can make your offerings better. While this would apply to even a local social media campaign you run, it’s even more important to do when operating things on a global scale because it’s very easy to get lost and carried away with your own assumptions of what your audience is looking at without really connecting with them and finding out directly.
6. You will make mistakes, learn and adapt – It’s difficult to handle the intricacies of international social media campaigns without making a blunder or two. Accept that it might just happen and be ready on to quickly recover/adapt.
While it’s still a big mystery and very little is known about international social media marketing, there’s an exciting future ahead for sure. But either way the same rules apply with complete transparency and honesty being the name of the game. When in doubt or if someone makes a mistake, just politely own up, say sorry and move on. It works just as well in any language.
Crucial Digital Marketing Attributes Content Marketing
Getting the most out of your content marketing efforts is not an easy task, especially if it involves keeping your audience engaged. A good content marketing strategy can help you keep them engaged and attract more potential clients.
A well-designed content marketing strategy can help boost your website traffic and build a strong brand. Before you make a purchase decision, it’s important that your potential customers thoroughly research the various features of a product or service to see which one they prefer.
Your product or service’s descriptions are the only way potential customers can see how it’s better. Your descriptions should be clear and contain the necessary information to make informed decisions. In a recent update, Google prioritized high-quality content.
One of the most important factors that you should consider when it comes to content marketing is ensuring that it’s updated. Having the best possible content can help you attract more potential customers and keep them engaged.
One of the most important factors that you should consider when it comes to content marketing is understanding your audience. This will allow you to provide the best possible content to your customers. Having the right understanding of your audience can help you achieve your goals and improve the effectiveness of your marketing efforts.
Getting started with content marketing is very important if you want to improve the effectiveness of your business. It can be done by establishing an audience and focusing on your customers’ needs. According to a survey, 79% of businesses have already started using content marketing, and 10% of them fail because they lack knowledge about how to implement it effectively.SEO
Search engine optimization is a process that aims to improve the ranking of a website on search engines such as Google and Bing. It involves developing and implementing strategies that will help improve a website’s visibility.
Getting to the top of search engines is very difficult, especially since cheating is not allowed. In order to achieve this, your company should focus on developing and implementing effective SEO techniques.
Organic traffic is generated by customers who are actively looking for a particular solution. This means that if you want to attract and retain their attention, you need to provide them with the necessary information and solutions that they are searching for.
If you haven’t already started using blogging as part of your marketing strategy, it’s time to start. It’s very easy to improve your search engine ranking when it comes to blog content. In addition to being able to provide relevant and timely content, it can also help boost your website’s traffic.
Getting the most out of your blog is very important in order to improve its search engine ranking. One of the most effective ways to do this is by changing the title, keywords, and media of your blog. This will allow search engines to see that it is fresh and relevant.
One of the most important factors that you should consider when it comes to improving your search engine ranking is working with other people online. This will allow you to build a stronger and more engaging relationship with your target customers. Having other people talk about your brand will also help search engines find your content and provide recommendations.
Social media is very important for businesses, as it can help them reach their target customers and improve their online presence. Having a strong online presence helps search engines find your site and recommend it to others. YouTube is also a great tool for SEO.Analytics
One of the most critical components of any digital marketing strategy is having the necessary tools and reports to measure and analyze how they are adding to your business’s bottom line.
Having the necessary tools and reports to measure and analyze how they are adding to your business’s bottom line is one of the most critical components of any digital marketing strategy. Before you launch a campaign, it’s important that you identify the key performance indicators and metrics that will help you improve the efficiency of your marketing efforts. Having the right metrics and KPIs can help us make informed decisions and improve the effectiveness of our campaigns.
Getting the proper data to measure and analyze how your campaigns are performing is one of the most important factors that you should consider when it comes to optimizing your digital marketing efforts. Having the proper tools and reports can help you make informed decisions and improve the efficiency of your marketing campaigns.
Getting the proper data is very important in order to monitor and analyze how well your campaigns are performing. Having the right reports can help you learn from your marketing data and improve the efficiency and effectiveness of your campaigns.Conclusion
A digital marketing campaign is a process that involves using various digital platforms to connect with potential customers. Most businesses utilize websites, social media, email, and search engines to reach their target audience.
Due to the increasing number of people using the internet, offline marketing has become less effective. The goal of marketing is to connect with your audience at the right time and in the right place. Today, this is done through the internet.
One of the most effective ways for businesses to attract and retain customers is through digital marketing. Through SEO-friendly blog posts, a business owner can create content that is focused on the specific niche of his or her business. He or she can also promote the services and products through social media and email campaigns.
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