Hard to Catch, Harder to Keep: How to Engage Existing Talent

by Erika Trautman |

This story was originally published via HR.com.

There’s no question that talent is now firmly in the driver’s seat of the recruitment process. Empowered by easy access to information, and surrounded with myriad employment options, talented candidates are calling the shots. In order to break through and be noticed, recruiters must offer content that is much more than simply informative. It must cry out for attention and interaction—beckoning candidates with personalization, entertainment, and...

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7 ways your video content is missing the mark

by Erika Trautman |

This article was originally published on Marketing Land on March 24, 2016.

When it comes to creating engaging video content and optimizing the connection with your target demographic, brands need to have a clear video marketing strategy in place from the get-go.

Goals must be defined, and your audience needs to be identified. Key performance indicators (KPIs) should be clarified beforehand, with a call to action front and center.

But there’s more to successful video marketing than just these...

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What marketers and advertisers need to know about interactive video

by Erika Trautman |

This article was originally published on Business2Community on March 10, 2016.

Interactive video is an innovative approach to marketing that can increase audience engagement, especially among millennials. Major brands like Toyota, Warner Bros. Pictures, and Deloitte are beginning to catch on, dipping their toes into the sea of possibilities this technology represents.

Still, many in marketing and advertising remain in the dark about the opportunities interactive offers and how to best...

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Marketing Land: Is the next marketing technology wave all about better creative?

by Erika Trautman |

This article was originally published on Marketing Land on Dec. 4, 2015.

The first marketing tech wave of ad tech has been all about media, placement and timing, focusing on where to put your ad, who to show it to, when to show it. The idea was simple: Leverage web’s technology to target the ad better.

But today, we see diminishing returns from this, as ad blocking and viewability challenge marketers’ ability to break through to customers. Basically, you can lead a horse to water, but…

Not...

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Marketing Land: Are millennials speeding up the slow death of interruption marketing?

by Erika Trautman |

Originally published on MarketingLand.com on November 6, 2015.

Rapt Media CEO Erika Trautman explores research that shows how authenticity, choice and control are key factors for successful engagement with Millennials.

Digital technology has revolutionized consumer behavior, but many marketers still rely on old interruption marketing techniques designed for the days of the 30-second TV spot: break consumers’ screen activity with a message or an offer, do it often enough and expect them to...

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SocialTimes: Facebook’s News Feed algorithm overlooks most important video metrics

by Erika Trautman |

Adweek's SocialTimes blog on Oct. 8, 2015.

Facebook updated its News Feed algorithm to favor vanity metrics determined by in-video user actions like clicks and views over popularity metrics determined by likes, comments and shares. Although the changes are meant to improve the user experience, it overlooks the most important video metrics and causes marketers to miss out on key audience insights to understand the bigger ROI picture.

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