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Blog - Showtime Digital

Using video on landing pages
Conversion Optimisation
Using video on landing pages
Occasionally the topic of using video on landing pages comes up. Maybe you’re in a category which requires ‘the personal touch’ or selling software that needs to be seen to be believed, or maybe for your audience, it’s about finding the right cultural fit. In these circumstances, using video can convey the intangibles in your product or service delivery. Adding video to landing pages should be done with thought and purpose. Simply pointing people to a page where a large video pops out and starts playing is not best practice. You must consider your audience, where they might be when they come to your page and what device they might be on. Beyond that, you don’t want them to get so distracted by the video, they can’t absorb the high-level value you can deliver. Giving consumers options will serve well especially in categories which need a little more convincing. When…
27 September 2018
How do I create a compelling value proposition for insurance?
Marketing Strategy
How do I create a compelling value proposition for insurance?
What’s in it for me? Finance companies like insurance and mortgage brokers have great difficulty in separating themselves from their competitors. They typically are underwritten by the same companies ie. Lloyds, Allianz, CBA and ANZ. The challenge is much of the industry are left brain logical thinkers and buyers aren’t. The larger companies who have the budget to influence through TVC's can create huge cut through. But even then, companies can still get it wrong by thinking buyers see the situation just as they do. Insurers promote 'save $100 with us' while the mortgage sector has reduced themselves to displaying comparison rates. It's all very bland. In contrast, the more ambitious companies create real brand equity. Captain Risky and Aussie's, 'We'll save you' come to mind. As a rule, these two industries feel the only point of difference they have is to tell consumers their service is better, or they're…
26 September 2018
How Google AI will change your marketing meetings
Marketing Strategy
How Google AI will change your marketing meetings
Over the past 12 months we have seen Google’s growing commitment to developing AI technology and machine learning. From Google’s Quick Draw – a game where a machine guesses what you are drawing to Google Assistant being able to book a hair appointment, Google is setting out to prove robots are qualified to take on rudimentary tasks. As a Google Partner agency, we have first-hand experience of the push to take on automation as BAU within most accounts. From what we have seen in recent Google Masterclasses, manual bidding and micro-ad management will be phased out over the next 12 months. Bids, impressions and placement will become automated based on desired outcomes. There will come a point where we won't be able to control certain aspects of ad placement, only guide the machine with clear objectives and restraints around spend. Which means our teams will be working with the advertising…
13 September 2018
Understanding the buying cycle of consumers
Consumer Behaviour
Understanding the buying cycle of consumers
Reward for effort or failure Everything we do, whether it has a negative or positive impact on us, we repurpose as a reward. Wow, that’s deep! But it’s true, we are justified by our actions. One person is competitive another self-harms: both are reinforcing a pattern established earlier in life.  A toddler taking the first steps falls and cries and the parents run to comfort the child. Here the child has been rewarded for failure and identifies crying as the trigger to receiving a reward. Another child, after trial and error, successfully takes their first steps and the parents clap joyfully. Here, the child sees achievement as the path to reward.  The thoughts of buyers How does this pertain to your buyer? Well, it’s important to acknowledge that buyers come to us with baggage prior to engaging us. As marketers it’s important we understand this because we deal with these…
13 September 2018
4 ways to make data work for your marketing team
Data Analytics
4 ways to make data work for your marketing team
It doesn’t matter if the marketing team is small or large, from Australia or from Brazil. Most of the companies I’ve worked with fall short in data management. It’s easy to comprehend why, in the past decade, marketing teams have had to adapt to so many changes and had to learn about so many tools and channels. It comes as no surprise that data fell off most team’s radar. On top of that, marketing managers are, historically, creative people with little interest about data and statistics and the idea of managing data scares a lot of the marketers that I know. The consequences are familiar: 1) The marketing department can’t prove their value and loses budget; 2) big chunks of marketing budget goes towards software’s and platforms which teams don’t know how to use or are not ready for 3) marketing strategy is re-done every year and campaigns lag on…
11 July 2018
To landing page or not to landing page, this is the question...
Landing Page Optimisation
To landing page or not to landing page, this is the question...
Recently I had an interesting experience. I was researching IT companies and after clicking on ads and going from one website to another I came across a landing page. My immediate reaction was URGHH!!! I couldn’t deep dive into more content. I couldn’t see what other services the company had to offer. It felt like I was skimming the surface and had no idea of what lies beneath… This got me thinking, when is a landing page good and when is a landing page too little? In this post I’m going to delve into what products and services are better suited to landing pages and those which need a little more explanation. I will also provide a cure for the landing page disconnect – a way to keep people focused while providing that next level of detail. First, we will consider the type of decision required.    According to the…
16 May 2017