Eyeview is a start-up based in Boston/Tel-Aviv. It provides end-to-end video solutions. The company’s site is full of good information on what qualities in a video will convert viewers to buyers. I got a quiz from their VC this morning. You can check it out here and see how smart you are about understanding what works, what doesn’t work for online videos.
I have a feeling that many of us would not score 8 out of 8 😉
I had fun and I learned a few things from the Eyeview quiz. My take aways were:
1- If you are creating visual content for a client, think from the user perspective. How are they able to see and understand?
2- Your message is important, but don’t forget a call to action. Tell people what you want them to do. And better make that short and sweet.
3- Whatever is easy, whatever works. Don’t make people click, scroll, take a left turn and click again. Give them a shortcut and break that shortcut into simple steps.
4- Put the viewer in the driver seat. Use smart design to get people to scroll and click, helping them discover content on their own.
For case studies from Eyeview, click here. eBay and Poker Professor are among clients!
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
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