When public eyes are on you, whether at an industry trade show, on your website, or on the cover of the Wall Street Journal, are you truly putting your best foot forward? Are you speaking directly to those individual sets of eyes, or are you generalizing for the masses?
Many companies focus on PR tactics to carry the load of turning prospects to leads. But awareness is not enough to make that transition. Prospects may know who you are, but do they know what your solution can do for them?
In a B2B environment, your best foot is one-to-one customer centric marketing. Product demos, tutorials, consultative information, and case studies all work together to drive sales. More than putting information out there, product and solution-focused material speaks directly to prospects, driving demand, improving sales cycles, and ultimately increasing revenues.
While broad media attention is never bad, for the investment it often doesn’t necessarily translate into bottom line dollars. Customer-facing marketing tools, enhanced by high-level branding and positioning, directed media placement, and search engine optimization ensure your prospects get into the sales cycle.
Unfortunately, we have seen many companies spend excessively on PR without getting sales. One client made the cover of the Wall Street Journal and received one single phone call. That’s not ROI.
Viewstream recently helped out Valant Medical Solutions with their trade show booth. Valant is a great company, with a great solution. If you happen to be a psychiatrist and need an EMR solution, check out their website at Valantmed.com (Viewstream designed their logo, helped with application design and product demonstrations – but not their website)!
Thanks to everybody who attended — many of our clients, friends and associates pledged money to benefit Cyclone victims — and despite the issues with aid getting through we know the money will go to good use with the Red Cross. Thanks to Gallery Lounge and Burma Youth Association and everybody who helped out. Amazing.
And thanks to the photographer Dave Brown.
View the Photos from the event here
…but a wake-up call nonetheless. Internet users are not willing to dig too deep to find what they are looking for. While searching online, people place high expectations on search engines to generate the desired content right away. Any why shouldn’t they?
A new study funded by iProspect and conducted by JupiterResearch found that most users performing searches are going no further than the third page of search results to find results. In fact, almost half of users give up and change their search terms if they don’t find what they are looking for on the first page, and 91% give up by the third page.Vertical searches, like Scirus and Technorati, who tailor their entire engines to specific demographics/verticals, are becoming more prevalent, but have yet to present themselves as true alternatives to the giants (Google, Yahoo!, and MSN). Instead, Big Three users are clicking on specialized search result types when performing vertical searches. But the the value of community sites/social networks/forums (our beloved social media) will be the clear winner as the web moves forward for clicks that really return value.
So what does all this that mean for your business? In a place where high search engine placement is one factor in industry leadership, it means everything.
Search placement should be at the top of your list. One of the most effective ways to come out on top is through effective search marketing techniques, including keyword optimization and search analytics.
Viewstream’s full suite of branding and search marketing and analytic services can position you at the top of the evolving search engine game. Your next qualified lead shouldn’t work too hard to find you.
After all, if they can’t find you, they don’t find you, they won’t miss you.
The tragic cyclone disaster in Burma last week has devastated that tiny nation. And we want to help! And we are doing it the best way we know how- with good food, good entertainment (including Burmese Ethnic Dancers!), a raffle, happy hour prices and a lot of information and presentations about the crisis.
We will provide attendees with information to donate through phone/email or you can donate through us at the event.
Here’s the skinny:
Benefit for Burma: Cyclone Relief
Friday, May 9, 2008
Gallery Lounge on Brannan
510 Brannan St.
San Francisco, CA 94107
More information is available here and here.
We hope to see you there!
If you haven’t seen it, download the sample of Photosynth, Microsoft’s Interactive Visual Media Group‘s photograph-based image modeling application. The technology works by gathering miscellaneous photos of a location from conventional image sources (Flickr, etc.), finding key points within each image to match within multiple images, and using those relationships to construct a navigable 3-D image of the subject.
To see this thing in action, watch this TED video demo from last year.
The process is called photogammetry, and the end result is pretty stunning. The University of Washington’s virtual tourism project is pretty novel; imagine visiting the Seven Wonders of the World through your phone.
The point is that across the board, people are expecting more out of their user experiences, whether searching through photos on Flickr or performing high-end modeling.
Viewstream is at the cutting edge of new technologies, constantly adapting our services to this ever-changing environment. We’ve always seen emerging media tools as opportunities to meet our client’s needs.
Are you keeping up?
It is with great pleasure that we announce the launch of our new and improved website, which can be accessed by visiting www.viewstream.com. We love the design, simplicity and focus on HD video over the web.
Please comment on the new site if you have a chance — we would love the feedback!
A word about firsts….HD video over the web is another Viewstream first. We designed one of the first search engines called Magellan, conducted the first live webcast, first beta site for mosiac browser in ’94, streamed some of the first video over the internet, first place in quicktime film festival 1.0, and now one of the first companies to offer HD streaming. That’s pretty cool stuff.
Check out this great article that talks about web dev, Adobe Flash and Microsoft Silverlight, in a simple and non polemic way.
I know most people don’t read whole articles anymore — so here’s the bottom line — technology decisions always comes back to understanding a mix of three things: functionality, user requirements and business objectives. Figuring all that out is a service that a company like Viewstream provides. We call it “Brains” work, and it’s really what our business is all about. In any case, the article can at least give a good summary of what’s changing and why.
AIR is here. The New York Times reported the release of AIR, Adobe’s software development system. Like Microsoft’s Silverlight and Google’s Gears, the system allows for web-based programming for desktops and mobile devices and smart phones. The idea is to give programmers the chance to create and customize applications across platforms, creating a more integrated environment between web and PC applications.
It means website functionality without being connected.
Both AIR and Silverlight maintain and manage high-definition video very well (AIR supports H.264, HE-AAC, and encrypted video content), giving programmers plenty of room to play with some really exciting stuff. AIR is Flash based and can also be programmed with AJAX, while Silverlight relies on the .net environment.
These systems open doors for some really great opportunities in the marketplace. AIR and Silverlight technology has been used in the development of interactive attractors to direct web traffic to a site, the performance of systems analysis, online shopping carts, multimedia file management and encryption, and others.
Adobe’s site has some case studies illustrating the potential of the system.
Viewstream is now offering AIR and Silverlight development services to enliven marketing strategies. These systems bring the web experience to devices without the use of web browsers, offering a presence with the potential of the web with twice the usability. From our perspective, there is no Silverlight VS. AIR; it is more a development choice based on your business goals, target customer and experiential requirements.
This is the new age of virals. From a market standpoint, more companies will be creating their own platform-agnostic applications, interfaces, systems, and widgets. By moving your content with web functionality to the desktop, mobile device and smartphone, viewers can access you anywhere.
Bringing in the new year with a bang, Viewstream is now ready to handle HD Web video projects. Advances in online streaming have made crystal-clear video on the web easy, affordable, and just plain pretty.
There are plenty of reasons take the leap before everyone else does.
5 reasons why HD Web is the way to go:
1. Retention, retention, retention. HD on the Web offers optimal user experience. A recent Akamai Technologies report says that sixty percent of online users are less likely to return to a site if the video content is poor.
2. Believe it or not, it’s cost effective. Most companies like Viewstream shoot in high definition anyways. Don’t transfer down; add some high-end graphics and some great audio, and you’ve got yourself a top-shelf experience for your user.
3. Your customer’s connection can handle it. In fact, you could wow them with the amazing clarity your site brings over their dsl connection.
4. No new technology on the receiving end. Your customer uses Flash, QuickTime, Windows Media. All the players they know and love.
5. Because imitation isn’t enough. This isn’t higher def. This is true, 720p and 1080i high def.