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Why Video Marketing Works

Whether you own a small business or part of a multinational corporation, there is a constant truth in the marketing landscape: videos are more effective than images, banner ads and sound bites. But what strategies can businesses employ to get the most out of their video campaigns? Here’s a look at techniques and the statistics behind video marketing and why it works.

The Appeal of Video

Humans perceive the world predominantly with vision. While sound, smell, taste and touch make up the remainder, humans rely most heavily on what they can see. A person can get a sense for a visual in about one-tenth of a second, and a video ad is 12 times more likely to be watched than a text ad is to be read. There are a couple reasons for this; one of the simplest ones is effort. If people have a choice, they’ll typically pick the option that is easiest. For instance, how many people do you know who have seen a movie based on a book, rather than reading that book? While the book may be a more immersive and fulfilling experience overall, many people feel as though they don’t have the time and video conveys a message much quicker. But how does video match up against still photography? While, images are worth 1,000 words, video is far superior considering motion catches the eye easier than a still image. Continue reading

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The Epitaph of Managerialism

My mentor Dr Jules Goddard at the LBS MLab presented the following paper that I thought worth sharing with you.

He reminds us that reducing costs is only a means to an end, not a strategy.

The art of management is to manage a business in such a way that the need for operational excellence, continuous improvement, “right first time”, cost leadership, process redesign, corporate renewal, cultural change, charismatic leadership, employee engagement and financial incentives is redundant; and the declared pursuit of these objectives counts as a clear admission of failure. Continue reading

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New Leaders Transition Principles

A few pointers as each of you enter a new phase in your careers:

  • New Leaders have the opportunity to create a new image by building on past experience. The New Leader has no history or context on which people can judge so each action carries disproportionate weight.
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    Multicultural Operations – a 2 minute read

    Managing a multicultural team can be tough.

    Communication styles vary, and there may be differences in conventions around time, giving feedback, and disagreeing publicly. To overcome these differences, set clear norms and stick to them. Start by taking into account what will work best for your team as a whole.

    Be aware that there may be team members who find it harder to meet certain expectations because of their cultural backgrounds. For example, if you have established that team members must arrive at meetings exactly on time (Western-style punctuality), you’ll need to reinforce that norm consistently across the group and remind non-Westerners why being on time matters. Of course, sometimes things change and adjustment is required, but keeping a consistent, clear structure for work styles and expectations is a critical way to create a common-ground team culture. Continue reading

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    Recruitment Industry Consolidation a Trend that Shows No Signs of Stopping

    The recruitment industry isn’t quite the same as it once was: like all industries, the financial crisis caused some upsets, but recruitment companies are bouncing back. Part of the recovery stems from a new tendency towards company consolidation, a move that allows recruitment firms to expand into new markets and new countries, strengthening their position by expanding their global reach.

    How the Global Financial Crisis Changed the Recruitment Industry

    The global financial crisis hit the recruitment industry doubly hard. Not only did recruitment companies face all of the same problems as companies in other industry sectors, they also had two additional issues to contend with. First, massive unemployment led directly to a vastly reduced labor pool. Second, many medium to large companies began to eschew recruitment firms in favor of permanent in-house executive recruiters—citing benefits such as reduced recruitment costs and improved  rate of retention of new employees. One prominent example is that of Time-Warner Inc., which has, over the last ten years, filled thousands of positions using in-house recruiters—at a saving of $100 million, says Maggie Rubey Lynch, Time-Warner’s head of global recruiting. This is no isolated incident, either; currently, over 25% of the Fortune 500 use permanent in-house recruiters. Continue reading

    The rise and rise of digital marketing

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    With more companies keen to experiment with digital marketing, there is a growing demand for knowledge and expertise in this area. A recent survey conducted as part of the 2014 Digital Trends Briefing[i] showed that although two thirds of respondents wanted to boldly begin their digital marketing journey, only 23% felt they had the necessary technology to successfully execute their strategy, while others cited lack of skills as an issue of concern. Here we look at current trends[ii] and latest developments in the ever increasing sphere of influence of digital marketing. Continue reading

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