Domov > Online marketing > VSEBINSKI MARKETING: ZAKAJ PRIHODNOSTI LE-TEGA NI V VIDEO VSEBINAH?

VSEBINSKI MARKETING: ZAKAJ PRIHODNOSTI LE-TEGA NI V VIDEO VSEBINAH?

8. 5. 2018

S prijateljem sva nedavno razpravljala o številnih video vsebinah, ki so prevzele internet.

“Ne razumem,” je dejal. “Osebno nisem velik uporabnik video vsebin. Recimo, da s sinom zjutraj sediva za mizo in jeva zajtrk. Oba bova zagotovo brala športne novice na spletu. Prebral bom zgodbo o tekmi in moj sin bo medtem gledal video vsebine o isti tekmi. Dvomim, da bom tudi sam kdaj to počel. Jaz sem pač bralec.”

Seveda gre samo za primer, vendar sporočilo je tu zelo močno: Ljudje se razlikujejo glede na način, kako uporabljajo in spremljajo vsebino. In zato video vsebina NE bo preplavila interneta, kot nekateri ljudje napovedujejo.

Dovolite mi, da se danes posvetim temu vprašanju.

“Nastavljen” za spremljanje vsebine

Internet je preplavljen s projekcijami o tem, da bo video postal dominanten. Zdi se, da zamisel, da bodo video vsebine do leta 2020 predstavljale kar 95 % vsebine na spletu, neutrudno prehaja iz konference na konferenco.

Kdo ve? Morda bo res. Vendar to ne pomeni, da bo 95 odstotkov vsebine, ki jo bodo ljudje dejansko uporabljali na internetu, prav tako v video obliki. Obstajajo določene skupine ljudi, ki preprosto ne želijo oz. se ne poslužujejo tega načina učenja.

Učitelji že dolgo vedo, da se učenci učijo na štiri različne načine:

  • Z branjem
  • S poslušanjem
  • Z opazovanjem
  • Skozi delo

Vsakdo ima neko nagnjenje do enega izmed naštetih primerov spremljanja vsebine, ki je močno usidran v naš DNK.  Včasih tako močno, da nam celo onemogoča, da bi se učili na kakršenkoli drug način.

Imel sem npr. bralca svojega spletnega dnevnika, ki me je prosil, ali lahko naredim transkripcije svojih podcastov. “Preprosto ne morem poslušati oddaj,” je rekel. “Take vsebine ne morem ponotranjiti. Vem, da imate veliko dragocenih vsebin na svojih podcastih, ampak edini način, da jih lahko razumem, je, če jih lahko preberem.”

Ko je Pew vprašal ameriške potrošnike, stare od 18 do 29 let, ali raje gledajo, poslušajo ali berejo novice, je 42 odstotkov odgovorilo, da “berejo”, 38 odstotkov, da “gledajo” in le 19 odstotkov, da najraje “poslušajo”. (Sam še nikoli nisem poslušal zvočne knjige. Preprosto ne morem biti pozoren na avdio vsebino, čeprav vem, da so zvočne knjige v razcvetu in neverjetno priljubljene!).

Vzpostavlja se ravnovesje

Video, avdio in vizualne vsebine so popolnoma eksplodirale, medtem ko mnogi guruji socialnih medijev pozivajo k smrti spletnih dnevnikov (blogov).

Razlog za to, da so se te oblike vsebine povečale v tolikšni smeri, ni sprememba potrošniških preferenc, temveč to, da so bili ti načini učenja premalo cenjeni.

Še pred nekaj leti je bilo komplicirano in drago pripraviti videoposnetek za internet, podcasti pa skorajda niso obstajali. Zdaj jih lahko kdor koli spremlja s pametnim telefonom in učenci, ki so nagnjeni k učenju z videoposnetkom, to tudi počnejo.

Zelo dolgo je večina spletnih vsebin temeljila na pisanih besedilih. Zdaj smo v trenutku, ko se vzpostavlja tudi na internetu neko ravnovesje, ki bolje odraža “nastavitve” potrošnikov.

Virtualna resničnost bo verjetno ustvarila popolnoma nove vsebinske oblike, ki bodo ljudem omogočale učenje skozi delo. Toda to ne pomeni smrti videov ali podcastov. Pomeni zgolj to, da bodo tisti, ki se najbolje učijo “skozi delo”, pridobili vsebino v obliki, ki jim je pri srcu, in bo “vsebinski svet” ponovno našel neko novo ravnotežje.

Posledice za vas

Nekateri guruji ustvarjajo in širijo strah, češ da ne boste uspeli ali pa da boste zaostajali, če ne boste ustvarjali video vsebin, snemali v živo ali začeli s podcastom. Jaz se s tem ne strinjam v celoti.

Če ste veliko podjetje, ki ima na razpolago veliko sredstev, potem da, vsekakor pokrivajte vse osnove, vključno z video vsebinami. Vendar v primeru, da ste majhno podjetje oz. podjetnik z omejenimi viri, kako se odločite, kakšno vsebino boste pripravili? Ali je smiselno ciljati na vsako občinstvo in vsako vrsto učenja?

Mislim, da je odgovor zelo preprost. Da se boste dokopali do njega, prosim upoštevajte naslednja štiri vprašanja:

1. Kakšna oblika vsebine mi prinaša veselje?

Če se ne zabavate, bo vaše občinstvo to vedelo. V končni fazi ne boste uspeli, če niste motivirani za dosledno ustvarjanje vsebine. Torej začnite s vsebinsko formo, za katero menite, da bo trajnostna – to je najpomembnejši dejavnik.

2. Kolikšen manevrski prostor imam?

Kaj namerava vaša konkurenca? Če vsi pišejo bloge, bi morda vi morali poskusiti z videom ali podcastom. Da vam lahko uspe, ne morete zgolj ponavljati tega, kar počnejo vsi drugi. Bistvo marketinga je v upravljanju manevrskega prostora. Gre za to, da se premaknete v “vsebinski prostor”, kjer ni toliko konkurence.

3. Kje je moje občinstvo?

Očiten dejavnik, ki ga velja upoštevati – pojdite tja, kjer ljudje želijo, da ste!

Ampak tukaj je ideja: če ste pri sredstvih omejeni, ne poskušajte storiti vsega. Izberite eno obliko vsebine in naredite to dobro in to počnite vsaj leto dni, preden razmišljate o diverzifikaciji. Ostanite osredotočeni, zgradite občinstvo in postanite mojster v eni vsebinski obliki.

Res je, da če izberete videoposnetek, boste morda zamudili ciljno skupino “bralca” ali če boste pisali blog, boste morda zamudili “avdio” ciljno skupino. Z omejenimi viri pa mislim, da je boljša odločitev, da služijo manjšemu občinstvu, kot pa  večji publiki z naporom, ki se na koncu razprši, ker poskušate delati preveč stvari hkrati.

4. Kateri izdelek prodajate?

Članek v reviji Psihologija danes je izpostavil, da potrošniki obdelujejo vsebino  na različne načine in da je vrsta vsebine, ki jo izdelate (oz. naj bi jo), lahko zelo odvisna od tega, kateri izdelek prodajate:

“Raziskave kažejo, da ko morajo obiskovalci spletnega mesta narediti pomembno odločitev – kot npr. nakup zavarovanja ali finančnih produktov – so bolj racionalni, usmerjeni v podrobnosti in želijo imeti občutek, da nadzorujejo situacijo. V tem primeru bo besedilo podjetjem zagotovilo boljši rezultat kot video vsebina.”

“Obiskovalci pogosto razmišljajo o tem, da se video vsebine bolj osredotočajo na lahke vsebine, ker te zahtevajo manjši kognitivni napor. In ker smo ljudje nagnjeni k temu, da se izogibamo težjemu delu in imamo raje kognitivno manj zahtevne naloge – so video vsebine bolj priljubljena metoda za posredovanje informacij.”

Osnovna ideja tega članka je torej: naj strah, ki ga ustvarjajo tako imenovani guruji, ne usmerja vaših poslovnih odločitev. Vodi naj vas zdrav smisel za posel in ko postavljate svojo strategijo marketinških vsebin, premislite, katere so vaše prednosti, kdo je vaša konkurenca, kdo je vaša ciljna publika in kakšen je vaš izdelek.

Avtor: Mark Schaefer

Ne zamudite najboljših člankov na našem portalu!

Naročite se na naš tedenski izbor, v okviru katerega vam bomo enkrat tedensko brezplačno poslali povzetek najboljšega novega članka!

Author

  • Mark Schaefer

    Mark Schaefer je avtor petih best selling knjig o marketingu (Social Media Explained, Return On Influence, Born to Blog, The Content Code in The Tao of Twitter, najbolj prodajane knjige o Twitterju na svetu). Njegove knjige se uporabljajo kot učbeniki na več kot 50 univerzah, prevedene pa so v 12 jezikov. Mark je glavni bloger na svojem spletnem dnevniku Businesses Grow (https://www.businessesgrow.com) in izvršni direktor Schaefer Marketing Solutions. Je sovoditelj oddaje The Marketing Companion, ki sodi med deset najboljših marketinških oddaj na iTunesu. Njegov blog sodi v 1 % blogov z največjim številom komentarjev na svetu. Predaval je za največje blagovne znamke na svetu in je znan po svojih izvirnih, provokativnih in globokih pogledih na poslovne probleme, s katerimi se soočamo danes in na strategije, ki bodo zmagale v prihodnosti. Bil je uvrščen na Forbes-ov seznam deset najboljših avtoritet socialne prodaje.

Pri Business Titans priporočamo

Hitre zmage - brezplačni program

Izjemne tehnike, ki jih boste spoznali, vam bodo pomagale skokovito povečati učinkovitost marketinga in pridobiti več strank. Vsaka tehnika je predstavljena na eni strani in vsebuje tudi konkreten primer uporabe v podjetju. Avtorja programa sta mednarodni bestselling avtor Robert Rolih in podjetniška svetovalka Sara Brezigar.

Kliknite tukaj za več informacij!

Sorodne teme

Komentarji

Douglasneifs

For those who admire the allure of designer purses but shudder at the steep cost, fake purses present an attractive choice. This article reveals the secrets of the replica handbag sector, highlighting its attraction to trend lovers and luxury admirers alike. From comprehending what fake handbags are to tips for executing smart buys, we'll cover all you want to understand to enjoy in style without busting the bank. Imitation bags are premium copies of luxury handbags, designed to closely meticulously mimic the originals. While these bags might not bear an official label logo, such replicas often mirror the design, materials, and quality as with their much expensive originals. Quality & Artistry https://unsplash.com/@jostusunsr https://escatter11.fullerton.edu/nfs/show_user.php?userid=6556398 https://numberfields.asu.edu/NumberFields/show_user.php?userid=3982677 https://postheaven.net/maryldyulr/explore-this-appeal-with-replica-bags-aimed-at-trend-aficionados https://simonwfye081.bravesites.com/entries/general/Discover-this-Appeal-of-Fake-Handbags-for-Trend-Aficionados Contrary to popular belief, numerous replica bags are made with careful focus on details. Skilled artisans use premium materials to guarantee the fact that the fakes have the similar look as well as texture as the original luxury items. Availability and Variety replica. a.Ethical Considerations Although replica bags provide an affordable way for experience luxury fashion, it's crucial to recognize acknowledge the moral consequences. The and sale of fake replica bags may infringe on intellectual rights, bringing up concerns regarding the ethics morality of acquiring and owning owning these items.Access to Luxury Designs Why Opt for Fake Purses? Replica bags have a significant notable following among fashion enthusiasts for several several convincing arguments. In this article, we discuss discuss why these such stylish alternatives have grown so liked. https://www.longisland.com/profile/solenaseup/ https://hubpages.com/@ciaramnyqa https://www.sbnation.com/users/gwaynehyfz https://www.blogtalkradio.com/thothepiyi https://thegadgetflow.com/user/jeniusnuza/ Affordability One the most key obvious advantages of replica purses is. Premium replicas might offer the equivalent equivalent visual pleasure as authentic authentic designer bags without incurring the high expense. Imitation purses make it feasible for style enthusiasts toward appreciate the newest luxury creations, regardless of budget constraints. Such availability allows more people toward engage with haute fashion to express one's fashion.Experimentation Without Commitment For those whom enjoy experimenting experimenting with styles styles, bags offer a way to try out various various trends significant monetary investment. Such versatility can be appealing for fashion-forward for fashion-forward individuals changing to switch up their looks.To recognize Identify a High-Quality Replica Bagplica bags. Navigating this replica bag industry can be challenging, but with the right information, you will easily make wise buys. Here exist some suggestions on spotting top-quality re Material and Stitching Pay close attention to the materials used and the quality of the stitching. High-quality replicas often use genuine leather or premium synthetic alternatives and exhibit clean, precise stitching. Equipment & Details Examine the components, including zippers, buckles, and brand marks. High-quality replicas include hardware that nearly matches that of the original designer bags, with no rough edges or badly finished aspects. Although replica handbags can't legally use the precise branding of the genuine items, a few may feature minor details that mimic the style aspects of high-end labels. Look for these features to determine the precision of the replica.Popular Replica Bag Brands Some labels are renowned for high-quality replicas, offering clothing enthusiasts a diverse array of chic fashionable alternatives. In this section, we highlight several of the best top sought-after replica bag brands. AAA Bags Bags is recognized for making producing a few of the top copies available. Their bags products have exceptional focus to precision and craftsmanship, making them a favorite with copy lovers. Purse Valley Valley provides an extensive range of imitation purses, such as styles based on top prestigious labels. With a focus on quality and quality and customer customer happiness, they've have established a strong standing in copy bag market. Designer Discreet Discreet focuses on making top-notch imitations which closely resemble the originals. Their collection contains bags of famous brands, providing style fans with many plenty of selections. The Skill for Designing Imitation Bags Replica bags can seamlessly blend into any closet, enabling you to compose stylish and fashionable looks. Here are some hints for integrating fake handbags into your style range.Handling with Care Combining against Traditional Outfits A timeless outfit, such as a little black dress or a custom costume, can be elevated with a well-chosen fake purse. Select enduring styles that enhance your outfit and infuse a hint of class. Blending High plus Low Wear Pair premium imitation handbags alongside affordable style pieces to create a harmonious and trendy look. This method allows you to highlight your fashion at the same time staying economical. Accessorizing with Poise When matching imitation purses, confidence is key. Treat your replica purse with equal care and respect as you would a authentic luxury item, and it will boost your overall style. Looking after your Replica Handbag Proper maintenance and maintenance are necessary to maintain your imitation handbag being its best. Adhere to these advice to maintain its longevity. Routine Cleaning Clean your imitation handbag regularly with a gentle fabric and mild detergent. Steer clear of strong cleaners that can ruin the fabric or color. Keeping Suggestions Place your imitation bag in a chilly, arid place, away from direct sun. Employ protective bags or gentle fabrics to shield it from dust and abrasions. Handle the replica bag with, keeping away from rough surfaces and overstuffing. It can assist maintain its shape while also preventing any harm. Imitation bags offer an affordable option for luxury designer items without having to compromising fashion or durability. By using proper styling & maintenance, these could seamlessly blend into any every style closet, which makes them a favored choice among style enthusiasts. Regardless if you’re looking for a classic design & a fashionable statement-making piece, there's numerous well-known replica purse brands which provide premium quality options which suit every taste. So go ahead and include some stylish replicas into your wardrobe - nobody can tell a difference.The Social Aspect of Replica Bags Handle your replica purse with proper attention, by avoiding overloading it with weighty objects. This can assist preserve its form and prevent wearing and tear. Fake bags aren't not about style; they also encourage a feeling regarding community among fans. Here, you explore some social elements regarding having and discussing replica bags.Online Communities Numerous online networks & discussion boards are devoted to discussing imitation handbags, where enthusiasts share advice, evaluations, as well as recommendations. These platforms provide helpful insights and assistance to those entering the copy market.In-Person Meetups Some replica handbag lovers arrange in-person gatherings to showcase their collections as well as talk about their passion for fashion. These gatherings provide chances to network with similar people and exchange thoughts.Influencers and Reviews Bloggers and influencers frequently review replica bags, offering honest opinions as well as contrasts with authentic designer items. Following these reviews can help you make informed decisions about your buying.Legal and Ethical Considerations Grasping the lawful as well as moral elements of acquiring imitation purses is vital for making informed decisions. Here, we address some common issues.Intellectual Property Rights Fake bags might infringe upon the intellectual property assets of high-end brands. Be mindful of the juridical consequences and likely dangers linked with buying and possessing fakes.Ethical Shopping Think about the moral consequences of endorsing the knockoff bag industry. Although it offers cheap options, it might also contribute to exploitative labor practices and environmental issues.Making Informed Choices Future Developments in Replica Purses A imitation bag sector is constantly evolving, with new trends as well as advancements emerging. In this article, we will explore a few potential upcoming advancements. Eco-friendly ComponentsConclusion As eco-friendliness becomes a rising issue, the copy bag field could shift to employing eco-friendly materials. This transition might draw to environmentally conscious customers and decrease the industry's environmental impact. State-of-the-art Innovation Advancements in innovation, such as 3D printing, could revolutionize the production of copy purses. These developments could result in even better replicas that are difficult to tell apart from the originals. Changing Consumer Perspectives Consumer perspectives towards copy handbags could continue to shift, with increased approval and valuing for high-quality imitations. This transition could increase demand and affect sector patterns. Replica bags offer a stylish and affordable alternative for fashion enthusiasts and luxury lovers. By understanding the intricacies of the replica bag market, you can make informed choices and enjoy the benefits of high-quality imitations. Whether you're drawn to the affordability, variety, or the ability to experiment with different styles, replica bags provide a gateway to the world of luxury fashion*. Ready to explore the world of replica bags? Join our community of fashion enthusiasts and start your stylish journey today! xhttp://s.kakaku.com/jump/jump.asp?url=https://askreader.co.uk/user/ceacheyiun https://www.bookmarking-keys.win/discover-a-world-of-notable-craftsmanship-and-cognizance-to-element-with-our-selection-of-duplicate-watches http://www.bausch.com.ph/en/redirect/?url=http://www.ajor110.ir/user/launusiemj https://www.cheaperseeker.com/u/fearanwyuw https://www.bookmarkingqueen.win/discover-a-international-of-outstanding-craftsmanship-and-focus-to-detail-with-our-assortment-of-copy-watches

JavierOffep

Полностью важные новости индустрии. Важные эвенты всемирных подуимов. Модные дома, бренды, haute couture. Свежее место для трендовых людей. https://luxe-moda.ru/chic/162-loro-piana-lyubimyy-brend-politikov-i-biznesmenov/

DonaldDot

Самые актуальные новинки мира fashion. Все события самых влиятельных подуимов. Модные дома, бренды, высокая мода. Интересное место для трендовых хайпбистов. https://hypebeasts.ru/

Dodaj komentar

Vaš e-naslov ne bo objavljen. * označuje zahtevana polja