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Top 10 Expert Predictions For Digital Marketing Trends 2017

By Campbell Jof, Creative head, in crowdsourcing marketplace working for and .

As we all know that marketing is constantly expanding. There’re so many improvements such as new social media platforms and new strategies have happened over the past few years. 2016 was an amazing year, we saw increasing interest on social media and also in content marketing.

Even for Digital Marketing point of view, 2016 was also a great year of enormous changes! From Twitter’s new algorithm, Pokemon Go location-based augmented reality game madness to the LinkedIn acquisition by Microsoft in June for $26.2 billion, we had an exciting year.

We are expecting current year will bring a new set of marketing opportunities. Therefore, we have asked 10 most recognized social media marketing experts for their insights to know more about what are their digital marketing predictions for 2017.

  1. Content Marketing

According to Harris (CEO of Elumynt, a digital marketing agency), content marketing will remain king. As per him, content marketing will be going to continue to trend in 2017. According to groundreport.com, an article reveals that Google prefers websites with quality content and is able to provide useful information to visitors. Some of the important factors that you need to follow if you’re doing content marketing:

  • Create quality content in varied forms such as graphics, videos, podcasts, etc.
  • Instead of focusing on the epic blog post and potentially explosive content, entrepreneurs should focus on creating informative content that people will actually want to read
  • A good story telling concept can make your content speak rather than read. So you need to more emphasis on human touch points, and correlation to actual scenarios when you are doing content marketing.

  1. Video Content

According to Roberto Blake, YouTuber, videos will become a trend in 2017. As we have seen in 2016, a number of companies using videos on social media sites and other live platforms. So it has been predicted that video content will be important in 2017. An article published in Freshegg.co.uk says that live video has been adopted by more brands, and individuals, over the last 12 months and this is only set to increase. One important point you need to keep in your mind while you’re marketing for video content:

  • Focus on listening and understanding the demands of your consumer and then create the right video content that ticks all the boxes.
  • Share all videos in several ways, via more apps, with story-telling and engagement at the core 
  1. Google

According to Brian Halligan, CEO of Hubspot, Google is important as many companies will need to use it in order to reach their goals in 2017. He says that businesses need to create content not just supposed to rank in search, but also to be pulled into Google’s quick answer box (Provide a simple answer to a wide range of search). 

For instance, have a look at following example that shows how to boost organic traffic with Quick Answer box of Google. 

 

  1. Influence of AI/ML on marketing

Tim Soulo – Head of Marketing, Product Development Chief Evangelist, Ahrefs, says that he does not have any especially exciting prediction for digital marketing in 2017. One thing that excites him personally is the influence of AI/ML on marketing. These days many people invest in tools that help them automate their common marketing tasks, for creating their professional logo design and squeeze the best possible results out of them. So he predicts that in just a few years we’ll have tools where you just click on one button and it gives all you need.

He sees that  that marketing is quickly developing in all possible areas and some of them are as follows:

  • We learn to understand our customers better
  • We learn to retain the right kind of customer
  • We monitor all sorts of business metrics and we have better analytic tools
  • We get better at creating quality content, be it a blog post or a TV advertisement
  1. Value-Driven Marketing

Josh Steimle, CEO of MWI and author of Chief Marketing Officers At Work, says that digital marketing will focus on value driven strategy in 2017. Value-Driven Marketing is a combination of influencer marketing, empathy, and speed.

  • One of the best benefits of great marketers is empathy (the ability to truly understand consumers) that will become more clear in this year
  • Great marketers are more concerned with connecting with consumers in a trustworthy way and less concerned with protecting what they create
  1. Search Engine Optimization (SEO)

According to Blog.crowdspring.com, marketing is today becoming more of an investment and is about involving the right people.

Arnie Kuenn, CEO of Vertical Measures says that as compared to traditional marketing strategies (pay per click), SEO strategies have occupied a tremendous position in website designing and content marketing. According to him, there are various fascinating SEO areas which will be effective to our clients in 2017:

  • First and foremost thing is moving to HTTPS
  • The second point is mobile search. It’s very important to ensure that your web pages load fast for mobile search.
  • The third is quality content. Develop high-quality content for which visitors will engage with it. 

  1. Film Making And Photographs Capturing

We are nowadays seeing that users choosing their platforms based on what is interesting to them instead of where everyone else is hanging out. And according to Roshni Mahtani – Founder CEO, Tickled Media (including theAsianparent.com), this will be a trend in 2017. Imagine VSCO vs Instagram for photographers and Vimeo vs YouTube for filmmakers.

 

  1. Retention Strategies

According to Kenrick Drijkoningen – Expert in Residence, Golden Gate Ventures, Companies will more focus on retention strategies (as opposed to new acquisition). He also thinks that there will be a greater investigation on containing costs for channels that don’t show the direct return on investment (ROI).

  1. Virtual Reality (VR)

Armin Amiri – Head of Digital, Nuren Group predicts that Virtual Reality is the future step after videos in digital marketing. He anticipates digital marketers will use virtual reality to influence potential users. Even VR will help businesses to present their products/services through ads in the best possible way.

According to him, the human element is important and technology doesn’t impact human touch. Brand ambassadors, influencer endorsements, and business logo design are all essential elements for effective digital marketing in future.

  1. Voice Ads

According to Raymond Segismundo – Head of Performance Marketing, Chope, the prediction for digital marketing in 2017 is Voice Ads. With the rise of Amazon’s Alexa and Google Assistant, voice ads will probably become a reality in 2017. For instance, if you ask Alexa or google voice app for Italian restaurants near your place, they will give you the best appropriate solution.

Over To You

Following the present-day digital marketing, trends can help you better engage with your target customers. As technology is constantly evolving in terms of engaging on different social media networks, using more visual media, so you need to evolve with it.

So this is what the experts predict! Which marketing trend do you plan on investing more into in 2017 for your business?


If you would like to have your company featured in the Irish Tech News Business Showcase, get in contact with us at [email protected] or on Twitter: @SimonCocking

Ads created for public schools to lure parents, students

PHOENIX – In the Arcadia neighborhood, where competition is fierce for new students, Hopi Elementary School is using a slick marketing video to sell parents on the campus.

Hopi is part of the Scottsdale Unified School District, and like many traditional districts, Scottsdale is seeing enrollment numbers decrease as more charter and private schools pop up.

« We embrace school choice because we believe we can convince the public to choose us, but marketing is a very important part of that, » said Scottsdale’s Communications Director Erin Helm. 

Helm admits public school districts can be at a disadvantage. Marketing budgets are limited, because Helm says, « public schools — we’re struggling just to put money into the classroom. »

ABC15 checked the area, finding two charter schools and three private schools that also woo families with marketing campaign and video tours of their campuses.

A local dad, Mark Wahlstrom, who also runs a media company, came up with a new approach to help the Scottsdale district. This year, he created individual school videos at no cost to taxpayers.

« They’ve got a great story, » Wahlstrom said. « It’s our job to help them tell that story and get out there. »

Wahlstrom’s company, Sequence Media Group, produced all the videos, which are funded by local real estate agents. The agents get an ad attached to the video they sponsor. 

Kelly Jones was one of the first real estate agents to sign up. She says vibrant schools are important to her clients.  She adds public and neighborhood schools offer many innovative programs and services, and families should learn about them.

« It’s just like selling real estate: As soon as you hit the threshold, we know the house is sold, » Jones said. « When you hit the front door, you’re going to know that’s your school. »

May vows to stay course on Brexit, but resignation pressure builds after stunning loss

On the day after British voters delivered an astonishing repudiation of Prime Minister Theresa May at the very moment that she had expected to be her crowning glory, she tried to go on as though nothing much had changed. 

She would stay on as prime minister. She would keep her cabinet’s elite circle. Her plans for Brexit would go forward. 

“That’s what people voted for last June,” she announced defiantly outside 10 Downing Street after meeting with Queen Elizabeth II to discuss her new government. “That’s what we’ll deliver. Now let’s get to work.”

But beneath the bravado was a creeping reality: A year after choosing to get out of the European Union, voters had stunned the establishment once more. In the process, they may have thrust a dagger through the heart of a young premiership that only days ago had looked to be on the verge of achieving power of Thatcheresque proportions.

“It’s not clear to me that Theresa May is going to survive the next few days,” said Ian Kearns, co-founder of the European Leadership Network, a London-based think tank. “The level of damage that she’s done to her own brand is immense. The rebellion against her is just getting started.” 

At the least, Kearns and other observers said Friday, May will have to thoroughly rethink her plans for Brexit, only days before critical talks with the E.U. are due to launch. An uncompromising demand for a hard break from Europe may have to be downgraded to a far more modest rupture, Kearns said, perhaps one that does not look much like an exit at all.

Outwardly, May showed no signs of yielding to that pressure Friday. Just hours after her voice broke as she offered her first, shaky 3 a.m. response to an election that would end with her Conservative Party losing its majority in Parliament, she was grim-faced and joyless as she stood in the midday sun in front of her Downing Street offices and announced she would stay on as prime minister. 

“I will now form a government — a government that can provide certainty and lead Britain forward at this critical time for our country,” she said. 

Not once did she mention the election, which she had gambled would give her enhanced powers but instead left her grievously wounded.

Behind the scenes, members of her party were discussing whether to keep her — with some concluding that, sooner or later, she would have to go. Some were taking their case public.

“I don’t believe personally that Theresa May will stay as our prime minister indefinitely,” Heidi Allen, a Tory member of Parliament, told LBC radio. “In my view, it may well be just a period of transition.”

With murmurs of a party coup building, May sought to buy herself time. She reappointed Foreign Secretary Boris Johnson, Chancellor of the Exchequer Philip Hammond and other top ministers — several of whom are potential plotters and would-be replacements if she is deposed. 

She also promised there would be no delays in negotiations with the E.U., which are scheduled to begin June 19.

“What the country needs more than ever is certainty,” she said. 

But that was one thing Britain clearly lacked. 

The results from Thursday’s vote did not create any immediate path for the country to retreat from the Brexit brink. But the outcome instantly complicated — if not scuttled altogether — May’s meticulously laid strategy for getting out of the E.U., while also heightening doubts that she can reach a deal with European leaders over the next two years.

Without an agreement, Britain would crash out of the bloc and face giving up all the privileges of membership. Some lawmakers have pushed for Parliament to be allowed an emergency brake that would keep the country in should the talks fail.

At least, May could be forced to rethink her objectives in the negotiations, perhaps pushing for a softer break than the one she had sold to the public this spring.

Late Friday, May suggested she could be considering a course change, telling broadcasters that she would take time to “reflect” on an election that left her authority in tatters and tipped the scales in favor of her political opponents, including the once-hapless far-left Labour Party leader, Jeremy Corbyn.

Final results in every district nationwide put the Conservatives at 318 seats — eight short of what they would need for a working majority in the 650-member Parliament and well down from the 331 they won just two years ago.

The Labour Party won 262 seats — an unexpected gain of dozens of seats under Corbyn

For May, those results were precisely the opposite of what she had hoped. May called the snap election seeking to strengthen her hand in the E.U. negotiations and to further sideline her political critics.

But with her slender majority having vanished overnight, May was put in the humiliating position of having to woo Northern Ireland’s right-wing Democratic Unionist Party — with 10 seats it is Parliament’s fifth-largest — into a deal just to have any hope of mustering the majority needed to keep the Tories in power.

Even that could prove difficult. May said outside 10 Downing Street that the DUP would back her government.

But a deal is not yet sealed. The leader of the Democratic Unionists, Arlene Foster, said Friday afternoon that talks were still underway.

When asked whether May would be able to remain as prime minister, Foster told the BBC on Friday that she was unsure, adding, “I think it will be difficult.”

Foster’s party is likely to strike a tough bargain with the Tories. The Democratic Unionists backed leaving the E.U. but have opposed elements of May’s line in the divorce proceedings — especially provisions that could affect trade and movement on either side of the border separating Northern Ireland from the Republic of Ireland.

The political wreckage of Thursday’s vote also included Paul Nuttall, who stepped down as leader of the U.K. Independence Party. The anti-immigration party had led the charge for Brexit, but its support cratered this year: It won just 2 percent of the vote, compared with 13 percent in 2015.

Scottish nationalists — seeking a boost ahead of an expected second independence referendum — were also dealt a debilitating setback that raised questions about whether the referendum plans will be scrapped.

But the election’s biggest loser was undoubtedly the woman who had decided to call it: May.

The loss was widely interpreted in Britain as a personal repudiation of a politician who seemed to have charmed the country only months ago with her vow to be a “bloody difficult woman” in exit negotiations with her E.U. counterparts. 

Now it is unclear whether she will even make it to the negotiating table when talks begin.

May has vowed a hard break with the bloc, one that leaves Britain outside the single market, the customs union and the European Court of Justice. But she has also promised to deliver a free-trade deal that would preserve the best elements of membership without many of the onerous burdens.

European leaders have insisted that such a sweetheart arrangement is not possible.

On Friday, continental leaders expressed fresh frustration with the latest twist in Britain’s drama-laden departure. 

European Council President Donald Tusk responded to the vote by saying there was “no time to lose” to start the talks, so they can be finished by the spring of 2019.

The E.U. foreign policy chief, Federica Mogherini, complained that “we still don’t know the British position in the negotiations on Brexit.”

Kearns, of the European Leadership Network, said May’s best hope for keeping her job would be to “bin the entire approach she’s taken so far to Brexit and go back to the drawing board.” 

Instead of the clean break from Europe she’s sought, Kearns said, May would find cross-party support for a softer separation that leaves Britain formally outside the E.U. but with many of the same attachments that define its relationship to the bloc today. 

But without that sort of pivot, he said, May’s time in power is probably running out. 

“If she tries to stick with the same approach, her own party will remove her,” Kearns said, “because they understand that her strategy is doomed to failure.”

6 reasons you must immediately start using video marketing for your business

6 reasons you must immediately start using video marketing for your business

You no longer need to be a professional videographer or editor to be able to produce decent-looking videos, especially for a social media audience.



Have you noticed seeing a lot more videos on Facebook lately? Not only have there been a plethora of Facebook LIVE videos, but I’ve also been seeing a trend of videos made from simple animations or static inspirational images with music added.

All because Facebook has declared video to be something people want to watch more than any other form of content.

Then there’s the popularity of YouTube, SnapChat, Twitter and Instagram’s video platforms and capabilities that make using video hard to ignore in today’s business marketing landscape.

And it shouldn’t come to anyone’s surprise either. Think about how we have all been spoon-fed videos since young toddlers on TV.

The good news is, with the advancement of technology over the past few years, you no longer need to be a professional videographer or editor to be able to produce decent-looking videos, especially for a social media audience.

Still not sure if you should bother taking on the task of learning to do videos for your social media marketing? Take a look at some of these stats:

– A Facebook video receives, on average, 135% more organic reach than a photo.

– 73% of Business-to-Business marketers say video positively impacts their marketing return on investment.

– According to CISCO, 80% of all consumer internet traffic will come from videos by 2020.

– 10 billion videos are watched on Snapchat every day.

– More than 500 million hours of videos are watched on YouTube every day

– A Facebook video receives, on average, 135% more organic reach than a post with just a photo.

– On Twitter, videos are 6 times more likely to be retweeted than photos and 3 times more likely than GIFs

– Companies that use video in their online marketing efforts have been known to grow their revenues 49% faster.

– Businesses who use videos in their marketing enjoy a 27% higher Click Through Rate (CTR) and 34% higher web conversion rates than those which don’t (Aberdeen Group, 2015).

Pretty impressive, wouldn’t you say? But what can video actually do for you that will help boost your bottom line?

By incorporating videos into your business and social media marketing, you can take advantage of the following benefits:

Increase your target market’s confidence in you

Since trust is what relationship marketing is built upon, videos make a perfect fit to developing your target market’s confidence with your business offerings.

Because you want to create the “Know, Like and Trust” factor with your ideal client, there is nothing better than having your smiling face be in front of that market in order for them to see your personality, understand your level of expertise, and get an instant impression of you that will lead them quicker to purchase.

Boost your search engine rankings

Because people tend to stay on your site’s web page longer by watching a video, the search engine’s algorithms are interpreting that to mean your site is worthwhile. This will, in turn, boost your SEO rankings.

According to Moovly, your chances are 53x’s greater to be higher up in Google’s search results if your website or blog post includes a video. That coupled with Google’s ownership of YouTube, your chances of getting higher rankings are increased when your videos are also housed there.

Gain a higher social media reach

Getting more people to like, comment and share your posts on Facebook has been an increasing challenge for business owners. The good news is, the video has been a shining beacon of hope where 76% of users say they are apt to share entertaining videos on social media.

If you make an effort to create fun and entertaining videos, this will increase your brand exposure and will, in turn, bring more attention to your business in an indirect way.

Enjoy higher website conversions

Video marketing studies show that 74% of users who watched a video explaining or demonstrating a product ended up making the purchase. So by simply adding a video to your sales or free giveaway page, you should see a significant increase in people signing up for your offering.

Save on expensive production costs

With technological advancements we are seeing at an incredible rate, the great news is you don’t need to invest in a lot of expensive equipment to create well-made videos.

All you need is your smartphone and you’re good to go. So videos are now considered a cost-effective solution to getting in front of the masses in a format people are responding well to.

Take advantage of showcasing your offerings

A video is a great way to explain, demonstrate and showcase any kind of product or service offering you may have.

Whether you are promoting a new program or offering a free giveaway for list building purposes, adding a video to the landing page will help give the viewer an opportunity to see it in action and visualize its benefits.

So as you can see, there are lots of reasons to start using videos to enhance your marketing efforts that will lead to increased sales.

Unlike as little as 10 years ago, the cost of equipment and production has made video marketing much more affordable for business owners; however, this is not to say it’s simple, easy and a sure thing for success.

DISCLAIMER: This article expresses my own ideas and opinions. Any information I have shared are from sources that I believe to be reliable and accurate. I did not receive any financial compensation in writing this post, nor do I own any shares in any company I’ve mentioned. I encourage any reader to do their own diligent research first before making any investment decisions.

Trump accuses Comey of lying, says he’d ‘100 percent’ agree to testify in Russia probe

A defiant President Trump on Friday accused former FBI director James B. Comey of committing perjury in his blockbuster Senate testimony and said he was willing to share his version of events under oath with the special counsel overseeing the expanding Russia investigation.

Trump emphatically declared his innocence yet refused to solve a mystery of his own making by stating whether he has tapes of his one-on-one conversations with Comey. Any such recordings could prove which man’s account is accurate, but the president played coy — saying he would wait “a fairly short period of time” to tell the public whether any tapes exist, as he first suggested they might in May.

During a combative news conference in the Rose Garden of the White House, the president Comey’s testimony was politically motivated, contained falsehoods and failed to establish that Trump had colluded with Russians to win last year’s election or had obstructed justice in seeking to end the federal government’s probe.

“No collusion. No obstruction. He’s a leaker,” Trump said of Comey, adding: “We were very, very happy and, frankly, James Comey confirmed a lot of what I said. And some of the things that he said just weren’t true.”

Comey’s testimony before the Senate Intelligence Committee painted a damning portrait of Trump’s character, and the president waited until Friday morning to break his silence — first in a 6:10 a.m. tweet declaring “total and complete vindication” and then in more detail at the afternoon news conference.

Comey — who testified that he had taken contemporaneous notes of all his conversations with Trump — said he believed the president had fired him because of the Russia probe, told “lies” about Comey’s record at the bureau and sought to redirect the probe away from former national security adviser Michael Flynn.

Trump and his aides and allies followed a two-pronged rebuttal strategy: They hung onto snippets of Comey’s testimony as categorical evidence of Trump’s innocence while using other elements to try to impugn the former FBI director’s credibility.

The president, who followed the advice of his lawyers to refrain from commenting Thursday, was characteristically pugnacious in his presentation Friday and opted mostly to deliver broadsides rather than address the details of Comey’s testimony.

Jonathan Karl of ABC News drilled down on a couple of key facts, however, beginning with Comey’s statement that Trump had told him that he hoped he would let the Flynn investigation go. Trump replied three times, “I didn’t say that.”

Regarding Comey’s assertion that Trump had asked him during a one-on-one dinner in the White House to pledge his loyalty, the president said, “I hardly know the man. I’m not going to say, ‘I want you to pledge allegiance.’ Who would do that?”

Karl pointed out to Trump that Comey had made these statements under oath and asked the president — who has a long and well-documented history of telling falsehoods — whether he would be willing to provide his version of events under oath.

“One hundred percent,” Trump said.

Karl also asked if he was willing to speak about the issue with Robert S. Mueller III, the former FBI director who is now leading the Russia investigation as special counsel. Trump said he would.

“I would be glad to tell him exactly what I just told you,” Trump said.

Just as his personal lawyer and surrogates had on Thursday, Trump branded Comey a “leaker” on Friday for revealing in his testimony that he had asked a friend to pass along personal notes of Comey’s conversations with Trump to a reporter, with the aim of prompting the appointment of a special counsel. The Justice Department later appointed Mueller as special counsel.

Trump wrote in his Friday morning tweet, “WOW, Comey is a leaker!” And he repeated the charge at the Rose Garden news conference, telling reporters, “He’s a leaker.”

The term leaker is typically used to refer to a government employee who gives classified documents or state secrets to the news media. The case is different with Comey, a former government employee sharing personal notes and recollections that are not classified.

Still, Marc Kasowitz, Trump’s personal lawyer, was preparing to file a complaint early next week over Comey’s testimony to the Justice Department’s Inspector General’s Office and the Senate Judiciary Committee, according to a person close to the legal team.

A spokesman for the Justice Department Inspector General declined to comment.

On Thursday, Kasowitz alleged in his statement to reporters that Comey “unilaterally and surreptitiously made unauthorized disclosures to the press of privileged communications with the president.”

Trump’s surrogates fanned out on television news shows to parrot the president’s charge that Comey improperly leaked information.

Florida Attorney General Pam Bondi (R) said on Fox News Channel, “I think we’re going to have to look at his basically employment contract with the FBI as to what he would keep confidential and what he would reveal. So, I think there has to be an investigation. Am I ready to say he committed a crime? No, not until we look into all this.”

Despite Trump’s declaration of “no obstruction,” Democrats on Capitol Hill raised the prospect that he may have obstructed justice, based on Comey’s testimony, and called for additional investigations.

Sen. Diane Feinstein (D-Calif.), a senior member of both the Intelligence and Judiciary committees, said in a statement, “I see firsthand the distinction between the legal and counterintelligence aspects presented by Director Comey’s testimony this week. It is my strong recommendation that the Judiciary Committee investigate all issues that raise a question of obstruction of justice.”

Reps. Adam Schiff (D-Calif.) and Mike Conaway (R-Texas), who are investigating the Russia issue on the House Permanent Select Committee on Intelligence, sent a letter to White House counsel Donald F. McGahn asking whether the White House has any recordings or memoranda of Trump’s conversations with Comey, or whether any have existed in the past. They asked the White House to produce them to the committee by June 23.

Schiff and Conaway also sent a letter to Comey requesting he share any notes or memoranda in his possession about his talks with Trump.

Trump held his news conference alongside the visiting president of Romania, Klaus Iohannis, who lavished praise on his American host.

The visit came after Donald Trump Jr., the president’s eldest son who helps run the family’s real estate companies while his father is in office, reportedly traveled to Romania in mid-May for a hunting and sightseeing trip. A Trump Organization spokeswoman did not respond to a request for comment about Trump Jr.’s travels to Romania.

U.S. intelligence agencies have concluded definitively that Russia meddled in the 2016 presidential election to try to influence its outcome in Trump’s favor. But in his Rose Garden remarks, Trump repeated his claim that the probe into possible collusion between his campaign and Russia is merely the creation of his political opponents.

“That was an excuse by the Democrats who lost an election that some people think they shouldn’t have lost, because it’s almost impossible for the Democrats to lose the Electoral College, as you know,” Trump said. “You have to run up the whole East Coast and you have to win everything as a Republican, and that’s just what we did.”

In fact, Trump lost most of the states on the Eastern seaboard (he carried only Florida, Georgia, the Carolinas and a portion of Maine). He won his electoral college majority by carrying a number of hotly-contested states in the industrial Midwest, including Michigan, Pennsylvania, Ohio and Wisconsin.

Behind Trump’s temporary silence: Why the counterpuncher let others do the punching

The world waited nearly a day before the tweet finally came.

All day Thursday, many people expected President Trump to weigh in but he had nothing to say — on his preferred medium of Twitter or anywhere else. He let others do his talking.

During James B. Comey’s extraordinary Senate testimony, it was Donald Trump Jr., the president’s 39-year-old son, who played his father’s usual role of Twitter foil, firing off snarky ­put-downs.

“Is this a joke?” Trump Jr. asked at one point.

It then fell to Marc Kasowitz, the president’s personal lawyer, to deliver Trump’s formal response: a scathing, pugnacious rebuttal declaring the president’s innocence, implying that Comey lied under oath and labeling the former FBI director a “leaker.”

Trump let Kasowitz have the last word — at least for the ­moment.

Friday morning he finally took to Twitter, posting, “Despite so many false statements and lies, total and complete vindication…and WOW, Comey is a leaker!”

Earlier in the week the president had been spoiling for a fight with Comey, but he was convinced by Kasowitz and his senior aides to stay cool and lie low, according to about a dozen White House officials and other Republicans close to Trump, some of whom spoke only on the condition of anonymity to discuss internal strategy.

“The best thing said on this is nothing,” said former New York mayor Rudolph W. Giuliani, a Trump friend and former Justice Department official. “Kasowitz, who is a fine lawyer, answered it — and I know from personal experience that he has the ­president’s trust.”

Kasowitz and White House advisers, including Chief of Staff Reince Priebus and Counsel Donald F. McGahn, argued to Trump that they had a rapid-response operation in place Thursday to defend him as vociferously as he would defend himself, according to people familiar with the ­discussions.

Trump agreed Wednesday not to directly engage on Comey, and by the time the ousted FBI director took the witness stand, tweeting “was not something he was considering,” one senior White House official said.

“Kasowitz was able to persuade the president that he would not give a Washington-style, tepid defense,” said a top Republican figure who is close to the White House. “Trump’s big charge with his staff is that they don’t defend him aggressively. And Kasowitz convinced him that not only will I defend you, but I will attack Comey where there’s room to.”

Kasowitz, a New Yorker who most recently defended Bill O’Reilly against allegations of sexual harassment at Fox News Channel, has counted Trump as a client on and off for many years. His combative presentation was on full display Thursday as he read from a statement that contained two typos. (He misspelled “president” as “predisent,” and the surname of Director of National Intelligence Daniel Coats as “Coates.”)

Trump watched some of Comey’s testimony in the morning with legal and political advisers in a small dining room off the Oval Office outfitted with a 60-inch television, but his aides also scheduled counterprogramming in the form of meetings and ­public events.

Later in the morning, for instance, as Comey was stilltestifying, Trump met with Secretary of State Rex Tillerson, Defense Secretary Jim Mattis and national security adviser H.R. McMaster about foreign policy issues.

Trump sent no tweets, ignored questions about Comey called out by reporters and stuck largely to his script by not mentioning the issue in a speech to the Faith and Freedom Coalition. The one potential exception came in a line he delivered in the context of religious liberty that could also be interpreted as an indirect reference to the Russia probe.

“We are under siege, you understand that,” he said.

Trump’s advisers and allies — some of whom consider the president’s Twitter presence self-destructive — celebrated the restraint he displayed during the day and kept their fingers crossed as the sun started to set. “It’s not ‘mission accomplished’ yet,” one ally said Thursday evening.

Trump, who is known to record major congressional hearings and other cable news shows on his TiVo device, was almost certain to flip on the television after retiring to his private living quarters after dinner, one White House official said. That may explain his delay in reacting. Sometimes Trump takes hours or even days before launching tweetstorms, taking time to absorb and stew over how an event is being covered in the media before responding.

Throughout the day Thursday, the White House sought to ­project an air of calm.

“In terms of the mood in the White House, I would say that it’s a regular Thursday at the White House,” said principal deputy press secretary Sarah Huckabee Sanders. “We’re carrying on.”

Lara Trump, one of the president’s daughters-in-law and a former campaign aide, entered the White House press room Thursday afternoon and told reporters that she had just met privately with Trump and “he looks very relaxed” and is doing “as well as anyone could do” under the ­circumstances.

Trump considers himself to be his most effective spokesman and advocate — something his actual spokesman, White House press secretary Sean Spicer, is quick to remind reporters.

Several people close to the president pointed to Kasowitz as the most obvious explanation for Trump’s sudden restraint, recalling that Trump has often spoken of the attorney as a “killer” in the positive sense.

“Marc is one of the few people who can speak as if he was Trump himself,” said Christopher Ruddy, chief executive of Newsmax Media, a conservative media organization, and a longtime Trump associate. “His reputation as a tough, no-nonsense New York litigator fits well with the president’s view that the best defense is a strong offense.”

Trump’s frequently impulsive and incendiary tweets may galvanize his base of supporters, but they create political headaches in Washington for him and his staff. Trump’s advisers have conceded that his comments about Comey and the Russia investigations have sometimes been unhelpful to the president’s cause and only expanded “the cloud” over them, using one of Trump’s phrases for the controversies that surround the White House.

“It shows the president understands the possible legal ramifications,” said Sam Nunberg, a former Trump campaign adviser. “Everybody was waiting for the tweets, but there was nothing to gain. It’s important that ­Kasowitz, who is rough around the edges, was guiding him. Trump trusts he’s not trying to settle, so he will listen.”

Veteran Washington lawyers described Trump’s restraint as surprising based on his history of lashing out at critics, but fitting for how a president should behave during thorny legal ­moments.

“It’s a really good thing that the president’s not tweeting, and it’s a good thing that he’s letting his lawyer talk,” said Jack Quinn, a former White House counsel under President Bill Clinton. “So much of the difficulty that the White House now faces is the product of the president’s own words, which have simply provided ammunition to those who want to rev up this investigation.”

With an ongoing federal probe into Russian meddling in the 2016 election — being led by special counsel Robert S. Mueller III, after Comey’s May 9 firing — they said caution was the wisest course of action.

“I don’t think he needs to be in front of the cameras. It’s fine for his lawyer to make a statement,” said C. Boyden Gray, who served as White House counsel for George H.W. Bush. “It was appropriate, as well as pretty routine.”

The discretion inside the West Wing did not extend to the Republican Party or to members of the Trump family.

At the Republican National Committee, dozens of staffers issued a barrage of tweets and barbed statements. One RNC email sent to reporters Thursday morning criticized Comey as being “against leaks before he was for them” and said he was “forced to admit that he leaked his own memo.”

The RNC’s Twitter account used the hashtag #BigLeagueTruth — a reference to Trump’s frequent use of the phrase “big league” — to mock the witness as “James ‘I could be wrong’ Comey.”

Donald Trump Jr. and other high-profile Trump supporters also took to social media and television with rebukes. During the Comey hearing, the Drudge Report, a conservative website, made sure to link to Donald Trump Jr.’s Twitter account with the headline “DONALD JR: LIVE.”

Typing out live reactions to his more than 1.6 million followers, Donald Trump Jr. cast his father as vindicated by Comey’s testimony and responded to Comey’s uncertainty about whether he was pressured to back down.

“Knowing my father for 39 years when he ‘orders or tells’ you to do something there is no ambiguity, you will know exactly what he means,” Trump Jr. wrote.

When a conservative operative wrote that Donald Trump Jr. was the “best follow” of the day, the presidential son replied: “Thanks. That was fun.”

On Capitol Hill, Republican allies were relieved by Trump’s relative calm.

“He avoided any temptation to respond to what the Democrats were saying,” Rep. Peter T. King (R-N.Y.) said. “I think they convinced him there was no reason for him to say anything, to not get bogged down in the swamp. Be presidential, go out and do the job, and don’t take the bait.”

Abby Phillip contributed to this report.

May’s gamble on a snap British vote backfires spectacularly, but she resists calls to step down

British Prime Minister Theresa May ignored calls Friday to resign after a stunning election blow that left her Conservative Party weakened and the county in a political tailspin before critical talks on Britain’s exit from the European Union.

For May, the results from Thursday voting were precisely the reverse of what she hoped. May called the snap election seeking to strengthen her hand in the E.U. negotiations and further sideline her political critics.

Instead, the Conservatives lost its majority in Parliament and the opposition Labour Party gained new focus as a voice questioning Britain’s direction since the last ballot box shock: last year’s referendum to pull out of the European Union.

The political wreckage also included the resignation of the leader of the U.K. Independence Party, Paul Nuttall, whose party led the charge for Brexit but now lost its sole seat parliament in further sign of shifting British views and political realignments.

Brexit talks were scheduled to begin June 19, but some E.U. officials have raised the idea of a delay while Britain deals with the election aftermath. The E.U. foreign policy chief, Federica Mogherini, expressed frustration that “we still don’t know the British position in the negotiations on Brexit.”

There was not much more clarity in Britain.

May plans to visit Buckingham Palace to seek permission from Queen Elizabeth II to put together a new government without the Conservatives holding a majority in Parliament.

That means that Conservatives would not have the lawmakers on its own to push through legislation and would have to make potentially difficult outreach to smaller parties to move anything through Parliament.

For the moment, the lifeline for May’s party appeared to be Northern Ireland’s right-of-center Democratic Unionist Party, which will support her minority administration, British media reported.

The outcome — an astonishing turn following a campaign that began with predictions that May would win in a historic landslide — immediately raised questions even among her fellow Tories about whether she could maintain her hold on 10 Downing Street.

Even May’s new ally, Arlene Foster, the leader of the Democratic Unionist Party, has questioned whether May will survive as prime minister.

When asked if May would be able to remain in her post, Foster told the BBC on Friday that she was unsure, adding “I think it will be difficult for her to survive.”

The election also threw into disarraythe country’s plans for leaving the European Union, threatening to render Britain rudderless just days before talks were to begin with European leaders over the terms of the nation’s exit.

A projection based on final results in nearly every district nationwide put the Conservatives at 319 seats — seven short of what they would need for a working majority in the 650-member Parliament and well down from the 331 they won just two years ago.

The Labour Party was forecast to win 262 seats — an unexpected gain of dozens of seats under far-left leader Jeremy Corbyn. The outcome gave him at least a chance, albeit an extremely remote one, of becoming prime minister — something virtually no one had thought possible before ­Thursday’s vote.

The results mark the second time in as many years that the British body politic has defied predictions, scrambled the country’s direction and bucked the will of a prime minister who had gambled by calling a vote when none had been required.

But unlike last year’s E.U. referendum — which delivered a clear if close verdict to get out of the bloc — the will of the voters who cast ballots Thursday was not nearly as easy to decipher.

A triumphant Corbyn, crowing that the country had “had enough of austerity politics,” demanded that she resign.

“The prime minister called the election because she wanted a mandate,” Corbyn said in an early morning speech after winning reelection to his north London district. “Well, the mandate she’s got is lost Conservative seats, lost votes, lost support and lost confidence. I would have thought that is enough for her to go, actually.”

Minutes later, May — her voice trembling — delivered her own speech in which she said that as long as the Conservatives remain the largest party, they should be allowed to govern.

“The country needs a period of stability,” she said.

Within her own party, Thursday’s results represented a catastrophic outcome that may prompt a search for a new leader.

“It was a dreadful campaign — and that’s me being generous,” Anna Soubry, a Tory member of Parliament who narrowly won reelection, told the BBC.

Asked whether May should resign, Soubry replied: “It’s bad. She’s in a very difficult place.”

The Conservatives, bolstered by Northern Ireland’s Democratic Unionists, would have 329 seats — just enough to govern. The arrangement is likely to be awkward, since Democratic Unionist leaders, wary of the impact of a hard Brexit on trade and travel with the Republic of Ireland, have sought a softer break than the one May has proposed.

In April, with her popularly spiking and the country seeming to rally around her vow to be a “bloody difficult woman” in talks with European leaders, May stunned Britain with her call for a snap vote that she thought would give her a stronger mandate before the negotiations began.

Observers hailed the move as a cunning bit of political strategy and predicted she would secure the sort of overwhelming parliamentary majority that predecessors Margaret Thatcher and Tony Blair had enjoyed.

But after that, little went according to plan.

Thursday’s vote follows a turbulent campaign that was interrupted by two mass-casualty terrorist attacks, and that was marked by a faltering performance by May even as Corbyn exceeded expectations.

May — known for her resolute and no-nonsense persona — claimed the nation’s top job only last year, emerging from the political wreckage of the country’s choice to leave the E.U.

Since then she has had only a slender majority in Parliament — won in a 2015 election when the country was governed by her predecessor, David Cameron — and she had feared that without a bigger cushion she would lack the latitude she needs in steering the country to Brexit.

But the approval May enjoyed in office didn’t translate to the campaign trail. A politician who endlessly touted herself as a “strong and stable” finished the race being tagged by critics as “weak and wobbly” after high-profile U-turns, including a particularly disastrous bid to force senior citizens to pay more for social care — a measure derisively dubbed “the dementia tax.”

She also ducked debates, and rarely mingled with voters in unscripted moments.

“We’ve learned what we suspected all along: She’s not particularly fast on her feet, she’s not a natural campaigner, she’s not really a people person,” said Tim Bale, a politics professor at Queen Mary University of London.

Lacking the common touch, May’s strategy was to focus the campaign on a presidential-style choice between her leadership skills and those of Corbyn. She relentlessly hammered her rival as a far-left throwback to another era who would leave the country vulnerable in both the Brexit talks and at a time of growing terrorist threats.

Corbyn — for decades a backbencher who unexpectedly vaulted to the party’s leadership in 2015 with his Bernie Sanders-style message of taking on the 1 percent — faced a steeply uphill challenge to sell himself as a potential prime minister.

But he was widely seen to have mounted a far more credible challenge than many thought possible, running a nothing-to-lose campaign focused on ending seven years of Tory austerity policies and shrinking the gap between rich and poor.

Like the prime minister, Corbyn halfheartedly favored a vote to “remain” in the E.U. during the Brexit referendum. But also like May, he promised not to obstruct the will of voters and to follow through on their desires if they approved an exit.

May had vowed a hard break with the bloc that leaves Britain outside the single market, the customs union and the European Court of Justice. But she has also promised to deliver a free-trade deal that will preserve the best elements of membership without many of the onerous burdens.

European leaders scoff at such a notion, and say that Britain’s demands for E.U. benefits without responsibilities will have to be denied lest the country’s departure trigger a rush to the exits by other nations demanding the same sweetheart deal.

If she prevails, May also will be under pressure to deliver on pledges to expand the powers of police and other security services following three deadly terrorist attacks this spring, including two in the midst of the campaign.

After the most recent attack — a van-and-knife rampage in London that left eight dead — May said that “enough is enough” and promised a sweeping review of the nation’s counterterrorism rules.

Many observers thought the attacks would play to May’s advantage. But Corbyn managed to flip one of his potential areas of weakness — security — to a strength by hitting out at May for the cuts to police budgets she had authorized as the nation’s home secretary, the top domestic security official.

The Future of Video in Marketing: Proof That Video Can Drive Sales

In digital video advertising, marketers have traditionally relied on the medium to deliver branding objectives rather than focusing on sales goals. However, our recent research revealed that digital video is at the inflection point of its adoption curve: It’s moving from a branding tool to a sales and branding tool.

We see, at its simplest, three reasons for this change, as evidenced by our qualitative and quantitative survey of 200+ brand marketers in retail, CPG, auto, and travel:

  1. Marketers are under constant pressure to deliver improved sales returns, which a recent Russell Reynolds report directly linked to increased CMO turnover.
  2. Recent developments in attribution analytics are providing more granular measurement of sales-lift, to a point where this evolving tool can finally identify the specific sales contribution of digital video.
  3. Advertisers are learning that mastering four key skills will lead to strong digital video ROI.

Major Findings

  • Digital video will become a key revenue generator for marketers. Fully 65% of marketers say digital video is growing in importance for driving offline sales, the study found. That near-future view contrasts with the current situation: Marketers are more likely to view digital video as a branding tool, with more than half seeing it as a superior tool for building brand awareness and favorability, telling their brand’s story, and connecting with consumers emotionally.
  • Marketers’ perceptions of digital video are shifting. The study showed a disconnect between marketers’ perceptions and their experience with digital video: 87% reported enjoying positive ROIs with the medium, but only 42% think it’s better than other mediums at driving sales. It seems that perceptions have not yet caught up with the hard facts and marketers’ actual experience.
  • The evidence shows strong potential for digital video to drive ROI. The hard behavioral evidence made clear that embracing the power of targeting, personalization, effective creative, and learning through behavioral ROI analytics are key to successful digital video ROI activation.

We also know that specific strategies can drive digital video performance even higher. Nielsen Catalina Solutions (NCS) reports that targeting digital video increases performance by 27%. In individual case studies at NCS, return on ad spend (ROAS) with digital video soars to $3 and $4 when targeting is combined with personalization. A national home improvement retailer generated a $6 ROAS with that combination, as measured by MasterCard Advisors. Moreover, a large regional Honda dealer association’s ROI was as high as $7.83, as measured by J.D. Power—and that’s in bottom-line returns, not top-line—with targeted, personalized digital video.

Here are ways that brands that can master these capabilities and drive higher ROI for their marketing expenditures.

ROI Results Are Driving Change

Most marketers see the powerful attributes of digital video, such as how well it fits with today’s emphasis on data, targeting, efficiency, and programmatic and its tracking and personalization capabilities, which are very similar to search and display. They also say that digital video has a strong ROI.

Despite their knowledge of its positive capabilities, marketers are not as quick to acknowledge digital video’s power to drive sales. Only 42% of marketers consider digital video a superior tactic for driving sales, even though 87% report seeing positive ROI with the medium. So why the disconnect?

One of the barriers we found is that measuring sales lift and ROI for digital video has been difficult. Marketing mix models have not been sufficiently sensitive for nuanced ROI attribution. However, more granular techniques are documenting the sales performance of this medium. In addition, the majority of marketers we surveyed expect to have hard financial KPIs in place within the next year or two around digital video, and the evidence in our research indicates that digital video can perform well on those KPIs.

And it’s just in time: 74% of marketers say they will shift more money into digital video when they see evidence of its ability to drive online sales, and 60% echo this sentiment for offline sales.

Marketers hesitance to grant video the sales-generating powers they’ve seen with other mediums is odd, considering the high percentage of marketers who had a positive ROI experience with digital video, and many of them report very strong ROI levels.

The hard evidence is even more compelling. In a recent industry study, NCS reported that its database of 1,400 cases, including 450 brands, shows an average sales lift for digital video of $23.48 per thousand exposures—higher average sales lift than any other medium in the database.

Considering marketers’ statements that they would shift funds to digital video when they see the evidence of its ability to profitably generate sales, and recent ROI and ROAS case studies, we expect to see more marketers perceiving and adopting digital video as a sales tool for their marketing strategies.

How Will This Process Unfold?

We expect to see a nuanced story in the year or two ahead, and it will vary by industry sector:

  • The travel industry is already using digital video as a sales driver. Most travel marketers we surveyed already see digital video as a superior sales driver, which could be because it is already a data-rich environment. Travel bookings moved online fairly quickly compared with the path to purchase in other industries. These marketers recognize that digital video can be personalized via behavioral targeting and that it works well at the top and bottom of the purchase funnel. Experience shows the medium can close deals in their industry. They have had good ROI experience in the $2-3 range, and they would shift money from email and social to increase digital video capabilities in the future. For the travel industry, digital video is an upgrade to current digital marketing.
  • Automotive marketers see digital video as a way to drive traffic to showrooms. Dealerships determine the success of marketing tactics by how many people visit their locations. Most automotive marketers say they would shift funds from TV and radio if they saw even more evidence that digital video drives showroom traffic and sales. They are aware that personalizing video messages is key to successful performance, but they seem to need more evidence of digital video’s ability to contribute to the sale itself. That might be explained by the fact that they report both the lowest and highest ROI experiences in the study.
  • Retailers see digital video as another marketing option—but affecting only the digital ecosystem. Building awareness and driving more online sales would motivate retail marketers to invest more in the medium. They would shift money from search and OOH if they saw even better performance at driving digital traffic, but there was little focus on offline sales. That sentiment could be an artifact of the organizational structure of retailers, wherein digital people are only digital people and store people are store people.
  • CPG marketers are still learning how to use digital video to drive sales—and their ROIs show that. They continue to see digital video as a branding tool for motivating shoppers, and they measure performance with traditional brand metrics. They are unfocused about where the money should come from, and often fall back to a very traditional approach to optimize it—reach and frequency. However, they do know digital video holds great promise. Unlike the other verticals we analyzed, CPG marketers have an additional hurdle: The retailer stands between them and their consumer, which complicates their marketing and ROAS measurement.

The road ahead seems clear: Digital video’s best-practices are becoming increasingly apparent—and, with them, ROI performance is improving. We see digital video increasing across the board for brands and marketers, but the paths will be different for different industries.