Content, Tools, and Channels to Capture Consumer Attention

  • Share:
marketing

CUTrendScan Marketing GSTV

Video, above and beyond all other forms of content, has an immense draw. Merely putting the word “video” in an email subject line has shown to boost open rates by 19% and clickthrough rates by 67%, according to a recent study by Syndacast. Including a video on a landing page can increase conversion by 80%.

Most importantly, video performs well with all age groups but especially with millennials. YouTube alone reaches more people in the 18–34 age bracket than any cable network. Viewers collectively watch more than a billion hours of video every day. Additionally, 43% of consumers want to see more video content from brands and 52% of marketing professionals see video content as delivering the strongest ROI.

In addition, viewers are 64% to 85% more likely to make a purchase after watching a product video. Nearly 50% of people search for videos related to a product or service before visiting a store. Marketers who use video grow revenue 49% faster than non-video users.

It’s more than just numbers: video can also allow organizations flexibility in how they market to their customers, build their brand, and even conduct customer service or community outreach. Videos are a natural platform for storytelling and can help to humanize companies. Credit unions recognize this and have been experimenting with great success in digital signage, lobby videos, YouTube ads, and even videos served right at the gas pump with GSTV.

CUTrendScan Marketing GSTV

Many financial institutions are using videos for education and product promotion, but they should also consider how videos can support storytelling and branding. With the visual-first nature of many websites and mobile apps, a video may be the first and most lasting impression consumers have of a brand. Research by HubSpot found that 54% of consumers want to see more video content from their brands and 43% say that video content is the most memorable. Demand for video content is there; credit unions just need to tap into it.

High-quality content is impossible to ignore

Ever wonder who thought it was a good idea to put those one-minute-long ads on YouTube? Or perhaps a 2,000-word blog piece? The simple reasoning behind longer content is that quality wins, and if your content is engaging enough, you can beat the odds.

Sometimes, creative and talented marketing teams can even convince the world that marketing is art. In truth, it can be. In 2013, the chain restaurant Chipotle released “The Scarecrow.” One part short animated film and one part iOS mobile game, The Scarecrow was meant to spread Chipotle’s motto of “Cultivate a Better World.” In truth, what it did was draw attention to Chipotle’s branding as having high ethical standards and a new model for the fast, casual dining concept.
Brands like Old Spice have specialized in marketing to millennials, and this is best seen in the deodorant brand’s early campaign on Imgur, which was at the time a nascent image-sharing site originally popular with the online community of Reddit. Posting a smattering of comedic images and GIFs, Old Spice achieved something quite unique: an intrusive ad experience that users appreciated.

“I never thought I’d find myself saying this, but this is the kind of shameless ad posting I can get behind. #teamtimber,” wrote one Imgur user.

The Old Spice ads weren’t just ads, they were hilarious, bite-sized pieces of content—and that, the internet can get behind.

Sometimes the best way to capture a consumer’s attention is to make sure they have few distractions. For example, at the gas pump. Many drivers don’t engage in another form of distraction because there isn’t enough time to do anything of value. By the time a consumer pulls out their phone and starts loading a webpage, app, or video, they’re almost half done with pumping gas. So GSTV has cornered this untapped market with video content right at the pump.

Old channels are still important, but think about new tools and strategies such as geo-fencing

Mobile video is something marketers should be paying attention to. Smartphones are more readily available and accessible to the average consumer than any other device. Not only that, but viewing a video on a smartphone, as opposed to on a television or even tablet, increases the chance of a distraction-free experience. According to the study by Google and Ipsos, 98% of millennials watch at least one video on their smartphone every day, compared to 81% using their television or 56% viewing a video on their computer.

Financial institutions are taking a closer look at geofencing and all that it offers. Geofencing can be a powerful tool for member engagement, promotional messaging, loyalty building, and so much more. Perhaps one of the most useful functions of geofencing is what it can teach financial institutions about their consumers’ habits. Where are members going after they visit a branch? When are branches seeing the most foot traffic and how long does the average visit last? All this information could influence how a credit union decides to, for example, partner with nearby businesses to offer cross-promotional discounts, or when to send out messaging.

With location-based targeting, GSTV drives increased foot traffic to a brand’s nearby physical locations, including local branches for credit unions. In one case study, GSTV promoted an everyday value deal from a restaurant chain on gas station screens in the Detroit area. The study found that 38.8% of GSTV impressions were followed by a visit to the brand’s stores within four days of exposure.

What else GSTV has to offer

GSTV is the largest and most sophisticated national video network reaching on-the-go consumers at the pump, delivering the hard-to-reach, active consumer to credit unions. GSTV reaches millions of viewers every month at the nation’s leading gas retailers across the United States, ensuring a distraction-free and engaging environment.  

Metrics GSTV clients have to share:

GSTV is the best value for credit unions looking for an effective and affordable way to drive local awareness.

  • Share:


« Return to "Trends"
TrendScan logo
<< Back to Articles

Latest Trends

  1. Identifying Marijuana-Related Businesses
  2. Cut Through the Noise and Deliver Value Members Want
  3. 3 Key Factors for Creating Good Content
  4. Preparing a Transparency Communication Plan
  5. A Content Management System Will Make Your Life Easier
  6. Opportunities and Risks of Banking for Marijuana-Related Businesses
  7. Enterprise Risk Management — Where to Start
  8. Why You Need ERM in Your Strategic Planning
  9. Just How Distracted Are Consumers?
  10. Credit Unions Could Replace Predatory Lenders
  11. Are You Properly Rewarding Your CEO?
  12. The Quickest Way to Understand Enterprise Risk Management (ERM)
  13. The Easiest Way to Deliver Content for Employee Development
  14. What Borrowers Wished Credit Unions Knew
  15. Omnichannel Delivery: Banking Based On Members
  16. What Is a DDoS Attack and Why Should Credit Unions Be Concerned?
  17. Consumer Attitudes Toward Digital Advertising
  18. Are You Ready to Adopt a Continuous Performance Management System?
  19. Is Your Credit Union Supported by the Four Pillars of Digital Banking?
  20. 5 Things Credit Unions Can Learn from Cyber Attacks
  21. Three ways to up your social media game
  22. Bankers associations’ opposition to mergers does a disservice to member banks and to consumers
  23. Keep content relevant, short, iterative and engaging
  24. The Quest for a One-Stop Shop Financial App
  25. Preparing for Compensation Transparency
  26. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  27. 2 Big FinTech Goals for Credit Unions
  28. Learning Management Systems: What Credit Unions Should Consider
  29. Popular DDoS Mitigation Methods in 2019
  30. Experience Company Growth and Discovery with Employee-Driven Communication
  31. The Quickest Way to Find the Right (and Safest) CMS
  32. Should You Still Be Concerned about ADA Website Compliance?
  33. How Useful Are Member Personas for Credit Union Marketing Teams?
  34. Become a Tax Resource for Members
  35. The Member Service Experience
  36. Volunteer and Young Board Members Need Development
  37. Americans Trust Their Financial Institutions for Tax Advice
  38. Don't Get Snagged on ADA Compliance Requirements
  39. What's Hot in Performance Management Technology
  40. Common Mistakes in Compliance
  41. Building a Website with the User in Mind
  42. You Know You Need an LMS — Now What?
  43. Three Ways to Enhance Compensation Strategy for an Age-diverse Workforce
  44. The Process of Crafting a Relatable, Moving Brand Story
  45. The Planning Process - Improved
  46. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  47. Achieving the Golden “Narrative Transport” in Brand Storytelling
  48. Credit Union Compensation: Philosophy or Strategy?
  49. Leverage the Resources of Trusted Experts for Tax Season 2019
  50. 6 Factors for Choosing the Right ESS System
  51. The Role of HR and Hiring Managers in the Candidate Experience
  52. Identify how chatbots will help you
  53. Predict the Future of Mortgage Lending with Analytics
  54. Do You Know Why Payday Loans Are Used so Much?
  55. Why HR Should Take Advantage of Employee Self Service
  56. Anticipating Change with a Succession Plan
  57. Remaining a Player in the New Home-Buying Experience
  58. 3 Ways Credit Unions Can Prepare for a Cyber Extortion
  59. Conversational Commerce and the Rise of the Chatbot
  60. You Might Already Have the Solution to Your Current Talent Competency Gap
  61. 7 Tax Changes Your Members Need to Know About
  62. Continuous Performance Management is Disrupting HR
  63. The Performance Management Conundrum: Structure vs. Creativity
  64. What others are doing
  65. Your Social Media Accounts Deserve Quality Content
  66. Prepare for integration
  67. The Secret to Future-Proofing Your Organization
  68. Content Marketing: Well Worth the Effort
  69. Consumer Appetites in Mobile Innovation
  70. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  71. Do you need a new compensation strategy for multigenerational staff?
  72. People Analytics: Bringing HR and Data Together
  73. 3 Website Design Trends for 2019
  74. Content, Tools, and Channels to Capture Consumer Attention
  75. 5 Guideposts to Measure Your Brand Promise Against
  76. Shifts and Trends to Know About in E-Learning
  77. 3 Succession Plans Your Credit Union Needs
  78. Is Your Executive Compensation Still Appealing?
  79. What Credit Unions Should Do with Ambiguous ADA Standards
  80. The Importance of Creating Quality Content
  81. The Website Audit Your Credit Union Needs
  82. Why You Should Invest in an Applicant Tracking System
  83. The Best Compliance Training with New Topics You Will Need
  84. Selling Payments and Wealth Management Services
  85. Prioritizing the Credit Union Employee Experience
  86. Build Up Membership Through Supportive Savings Programs
  87. 4 Steps to Increased Social Media ROI
  88. How to Identify What You Want in an ESS
  89. Wanted: Apps for Clarification and Simplification
  90. Serving the Underbanked and Millennials
  91. Optimizing Websites for Voice: What You Need to Know
  92. A Simple Way to Unify Your Marketing Efforts
  93. Is Your CMS the Right Fit?
  94. Making Sure You Have the Right Leaders in the Right Seats
  95. The Credit Union Advantage for the Digital Customer
  96. Empowering Employees and HR with the Latest Technology
  97. Are You Missing Out on the Power of Video?
  98. The Dream Team for Successful Online Customer Interactions
  99. Are Your Landing Pages up to Snuff?
  100. Don't Undervalue Your Brand Promise
  101. Caution: Customers Don't Always Ask for What They Want
  102. How Credit Unions Can Formalize the Branding Process
  103. Keeping Up with Digital Lending Convenience
  104. Credit Unions Can Compete with Shadow Banks
  105. What the C-Suite Wants out of Social Media
  106. 3 Brand Promises Credit Unions Can Learn From
  107. How to Generate Content with Fewer Resources
  108. Don't Underestimate the Power of Financial Education
  109. 3 Factors Impacting Credit Union Compensation Plans
  110. How Credit Unions Can Embrace Storytelling in Marketing
  111. Underestimate the Onboarding Process at Your Peril
  112. If Your Site Isn't Mobile Optimized, You're Losing Out
  113. Leveraging Social Media for Member Engagement
  114. Protect Your Credit Union with a Website Accessibility Response Plan
  115. Finding the Best Platform for HR Technology

Related Trends

  1. Keep content relevant, short, iterative and engaging
  2. Three ways to up your social media game
  3. What others are doing
  4. Credit Unions Have an Opportunity to Help Their Members Through Tax Season
  5. Leverage the Resources of Trusted Experts for Tax Season 2019
  6. Americans Trust Their Financial Institutions for Tax Advice
  7. Achieving the Golden “Narrative Transport” in Brand Storytelling
  8. The Process of Crafting a Relatable, Moving Brand Story
  9. Cut Through the Noise and Deliver Value Members Want
  10. Consumer Attitudes Toward Digital Advertising
  11. Content, Tools, and Channels to Capture Consumer Attention
  12. Just How Distracted Are Consumers?
  13. 3 Key Factors for Creating Good Content
  14. Become a Tax Resource for Members
  15. Americans' Lack of Financial Literacy Is an Opportunity for Credit Unions
  16. Build Up Membership Through Supportive Savings Programs
  17. 7 Tax Changes Your Members Need to Know About
  18. The Importance of Creating Quality Content
  19. The Win-Win Results of Prize-Linked Savings for Credit Unions and Members
  20. Content Marketing: Well Worth the Effort
  21. Your Social Media Accounts Deserve Quality Content
  22. How Credit Unions Can Formalize the Branding Process
  23. How Credit Unions Can Embrace Storytelling in Marketing
  24. 4 Steps to Increased Social Media ROI
  25. What the C-Suite Wants out of Social Media
  26. Leveraging Social Media for Member Engagement
  27. Are Your Landing Pages up to Snuff?
  28. Don't Underestimate the Power of Financial Education
  29. If Your Site Isn't Mobile Optimized, You're Losing Out
  30. 3 Brand Promises Credit Unions Can Learn From
  31. How to Generate Content with Fewer Resources
  32. 5 Guideposts to Measure Your Brand Promise Against
  33. How Useful Are Member Personas for Credit Union Marketing Teams?
  34. A Simple Way to Unify Your Marketing Efforts
  35. Are You Missing Out on the Power of Video?
  36. The Member Service Experience
  37. The Dream Team for Successful Online Customer Interactions
  38. Don't Undervalue Your Brand Promise
  39. Selling Payments and Wealth Management Services

Industry insights
to your inbox!

Subscribe