Marketers Move to Social Content as Legacy Marketing Strategies Fail to Deliver Return on Attention

MENLO PARK, Calif.–()–Marketers are increasingly moving from broadcast advertising to social
content to attract consumer attention in the melee of today’s media
landscape. It’s a complex migration in both the medium and the message.
In an attention economy, it’s not enough to merely win attention. In
order to generate results, businesses must maintain and nurture hard won
attention through genuine engagement and persistent media creation. This
requirement has given rise to a new marketing metric aptly coined Return
on Attention (ROA).

The magnitude of this shift is evident in a new
report by Magisto
, which finds that nearly half (46 percent) of
marketers regard organic social engagement as the best assessment of
campaign efficacy, compared to a mere 28 percent who say they still
depend on advertising recall.

“Attention has become the only real currency today and customers
offering that attention expect real value in exchange,” says Oren
Boiman, CEO of Magisto. “The critical nuance is that it’s not just a
shift in the channel, but also in the voice, cadence and structure of
communication. Today, the goal isn’t stamping out a company’s brand
message but rather contributing to the social narrative with the goal of
‘belonging.’ Modern marketers are using social content, and video in
particular, as a way of being part of a 24/7 conversation.”

The survey
, the second in Magisto’s Video’s Payday series,
examines the details of the booming $135
billion video marketing industry
, where and how that money is being
spent, and which video strategies are proving most effective.

The heart of the report’s findings show how companies are using social
video to scale authenticity, provide value, and deliver ROA.

“Social is no longer a channel but rather the definition of today’s
media. It’s a mode of socializing through the creation and sharing of
massive amounts of content,” said Reid Genauer, CMO at Magisto. “The
ultimate takeaway from this data is that businesses are quickly learning
how to use video creation as a strategy to thoughtfully socialize their
message as opposed to broadcasting it with brute force.”

Magisto surveyed 545 marketing decision makers in the U.S. at small,
medium and large businesses from July to August 2017. To view the full
report, click

About Magisto

Magisto is the most popular smart video editing application for
businesses and consumers around the world. Businesses use Magisto to
create and deploy video marketing creative with unprecedented ease,
agility, speed and Return on Attention (ROA).

Magisto uses Emotional Sense Technology™, a patented story detection
feature that automatically analyzes and edits raw video footage and
photos into produced personal movies and professional marketing videos.
Magisto is available for iOS, Android and the Web. It’s not magic, it’s
Magisto. For more information visit
or find us @magisto.

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