May 19, 2020

Picture a better brand with more video

Adam Groff
3 min
Picture a better brand with more video

With online attention spans getting shorter by the day, it's more important than ever for your business to effectively engage its customers.

Video can help your business accomplish this and many other brand initiatives.

With moving image outreach in mind, here are a few ways your business can use video to promote its brand:

Video marketing

Video marketing is taking off in countries all across the world. If your business hasn't done so already, it's time to adopt a video marketing mindset. Why?

Well, according to a recent Google Engage Conference, consumers watch hours’ worth of online video every day. Likewise, YouTube, makes up for 80% of the online videos watched. On top of that, based on data collected from the Google conference, 25 million consumers are believed to watch online videos every month.

RELATED TOPIC: Snapchat becomes increasingly popular marketing strategy

Various companies all over the country are jumping on the video marketing bandwagon and putting their brands in the spotlight. That's because there are a number of benefits to going the video route.

Share-ability factor

As the following article looks at, marketing is mentioned as 1 of 3 ways to use video in your business because it's arguably the most effective way to use the medium.

One reason why video marketing is gaining popularity: videos are easy to share, especially in an online environment.

With the right video, your business can go viral in a matter of days or even hours. That's because videos are sharable on your site, through email, and through the hundreds of social media outlets available.

As long as your video is engaging and unique, your business can gain a massive amount of word-of-mouth exposure from online shares.

Video is way more entertaining

When compared to other forms of marketing content, video is proven to be more entertaining. Sure, this depends on the type of content at hand, but there's always a way to make a video fun to watch.

Whether you add a little humor, informative commentary, or interesting imagery, you can take your business's marketing to the next level with video.

RELATED TOPIC: 3 skills to look for in your next marketing consultant hires

For example, a number of online retailers create product videos that give customers detailed firsthand looks at the products they offer. Seeing a video of a product in use is always more entertaining than a still image.

Mobile outreach

Unlike other types of marketing, videos are marketable on a mobile level.

A video that your business creates for its website can also be viewed on mobile devices, which helps your business connect with an even larger audience.

This is especially beneficial considering more and more consumers are using their mobile devices as entertainment devices.

Other business uses of video

Videos aren't just for marketing.

Businesses of all kinds are offering their customers video tutorials and instructions as opposed to print tutorials.

Likewise, product-based businesses such as retail stores and car dealerships are showcasing their inventory through in-house videos.

If you want to put your brand in the spotlight, then it's time to start thinking video.

RELATED TOPIC: How to humanize algorithm marketing for success

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including video marketing and customer outreach.

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Jun 21, 2021

How AWS helps NASCAR delight its fans

3 min
Customer obsession and working backwards from the customer is a mantra of Amazon Web Services (AWS), epitomizing its partnership with NASCAR

AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”

AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”

Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”

Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”

Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using  ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”

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