Does Your Agency Align With Your Business? Posted by John Assalian on September 29, 2010 Businesses today struggle with how to deliver marketing that gets results in a changing market landscape. To begin to solve this challenge, we must ask, “How is the customer landscape changing?” The most evident answer is found within the vast proliferation of channels available to marketers. In the last ten years, different kinds of marketing channels have waxed and waned in effectiveness and prominence—from search, to social, to mobile marketing. New conversations and opportunities connected to these channels are continuously developing, adding to an already large base. With this immense expansion, precise targeting of niche market segments, more than ever, is now possible. Demand generation, content development, direct-mail management, CRM, marketing automation, and tracking and analytics can all be crucial components of a well-targeted marketing campaign. These are all unique and valuable channels that can generate results—but being successful is not about just knowing the channels, it is about knowing your customer. The crucial need to know your customer is a key attribute that many marketing agencies cannot deliver. The media may change, but the expertise and market knowledge required to reach your customer remains. Does your agency have the necessary experience and expertise to know your customers? Many agencies can do creative and production (though not every), but only a few can really connect with and understand your business and your customer. Viewstream is the leading national marketing agency focused exclusively on serving technology companies that deliver complex solutions for technical computing, life sciences and design engineering. We are experts in translating complex computer industry products and developing positioning and messaging into digestible marketing content with effective education and calls-to-action. Viewstream’s domain expertise in technology market segments help your organization fill any gaps in skill, while keeping overhead costs low, to produce content that is pinpointed to the buyers and users of your product offering. To aid your understanding of the proliferation of marketing channels and how it has changed B2B marketing, Viewstream has created, “Viewstream Viewpoints,” an on-going series of free, consultative papers designed to address issues in technology marketing from the perspective of a technology-focused digital marketing agency. Inside these free guides you’ll find strategic advice, market research, best practices, and real-world examples of marketing that can address your challenges. Check out the Viewstream Viewpoints here: Understanding The Cloud On The Horizon Over the past few years, Cloud Computing has evolved into a major game changer in IT. Its power to offload hardware, software, and system management needs has forced a revision of the enterprise, as new business and work models are constructed to best take advantage of new technologies. In this Viewpoint, learn how Cloud Computing is changing the IT and business landscapes, and what that means for those marketing its offerings. Content Mapping Framework Content is a critical component to any marketing strategy. But bad or misdirected content can quickly derail prospects as they move through the sales cycle. The Viewstream Content Mapping Framework (CMF) shows you how to provide good, appropriately targeted content that gets results. With in-depth information on how CMF works, this Viewpoint will help you make sure your content is king! Customer Evidence Rules Prospects at every stage of the sales cycle are looking for tangible examples of your solution in action, and peer validation of its effectiveness. That is why Customer Evidence is such a dynamic, powerful tool for marketers looking to raise awareness, retain prospects, and shorten time to sale. In this Viewpoint, you will learn the ins and outs of making Customer Evidence a key component to your content marketing strategy.
Desi411: Our Latest Product Demo Posted by John Assalian on July 21, 2009 I just wanted to share Viewstream’s latest product demo for Desi411.com, a startup business and service directory for businesses within the South Asian diaspora. We worked closely with the Desi11 team to create an exciting demo with clear messaging and story, engaging creative, video, and vector animation to build excitement about the launch of this service. View the demo.
Viewstream partners with Microsoft Posted by John Assalian on March 3, 2009 Viewstream has just become an official Microsoft Silverlight Partner. This relationship gives us direct access to the latest innovations from Microsoft’s cross-platform, cross-browser media delivery and rich interactive application tool. We want to offer our clients the right solution for the job, which means being well-versed in all digital media and interactive technologies. Silverlight has a way to go in terms of adoption, but is a very powerful backbone for database integration and has some incredible features (image zooms, for example). In a matter only too fitting, our relationship with Silverlight will kick off in one week, with the launch of a Silverlight/.NET-based virtual event for Microsoft. (More on that later.) Flash isn’t going anywhere, and we will continue to use it for all it’s worth. But by partnering with Microsoft to offer Silverlight and .NET development, we are prepared to take on the increasingly diverse needs of our clients. Check out more information here.
As MacWorld turns, Virtual Events rise! Posted by John Assalian on December 18, 2008 While people are gearing up for the annual migration to MacWorld (despite the absence of Steve Jobs), truth is such events are on the decline. Costs are high, and planning can be a drain on company resources. As a result, we are beginning to see a rise in virtual trade shows and events. Viewstream has worked on a number of virtual events, for Autodesk, Microsoft, HP and others. Over the years, we have seen the concept of the virtual trade show develop and, to certain degree, mature. We’ve also seen virtual event providers come and go. The biggest problem with these new companies is the insistence on taking the cookie-cutter approach, generally characterized by corny 3D worlds for attendees to navigate. These companies following the same model for every event, creating scalable products for virtual shows. This approach is faulty from the get-go. Users don’t care to have a 3D navigable environment-there is Second Life for that. And that is to say nothing of the lowest-common-denominator delivery. (Sorry, 240×180 pixel videos just don’t cut it!) We all know that success comes from standing out from a crowd. In these similar 3D environments, people loose interest because they’ve seen it before. Viewstream’s approach is a more customized professional services offering. We take the right approach – by making you stand out and by delivering your message to the right audience. We take advantage of all the possibilities of the online world to create true “social” experiences and deliver stunning content. Here are a few of reasons why more companies are doing virtual meetings and events, and the value attached to them: Saving Costs: Bottom line – virtual events are cheaper then flying in customers or team members from around the world. ROI Measurements: Even if you track leads from a trade show, how do you really measure the ROI? And how often does the investment in a trade shows lead to a return on your investment? There is no solid proof of good ROI from external events, particularly when compared to online events. With online events, everything is measurable and results can be tested. In fact, if your ROI measurement tools in the online world are already in place you can easily extend with little cost to virtual events. Content Archives: All content created for online events become mini websites in themselves, and user’s questions, social media elements like blogs, etc., are very valuable to leverage to other marketing arenas. Search: Having a “spiderable” set of world class content is nice, and is surely a consideration for high ROI in itself. Extend Reach: Online events are not limted by geography-meaning more people can attend from around the world.
HP Adopts Viewstream’s Proprietary Presentation Technology Posted by John Assalian on June 23, 2008 For the past two years, Viewstream has provided proprietary networking and display systems for HP and The Kenwood Group events. Our system, developed in-house, allows audience members to send questions via text message or e-mail, which were processed and displayed on the main screen in real time. Most recently, we were in Las Vegas for the 2008 HP Software Universe Conference. Check out the photos to see our technology in action! Images courtesy of The Kenwood Group.
Photosynth: A Picture of Things to Come Posted by John Assalian on April 11, 2008 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?
Future of Web Development Posted by John Assalian on March 14, 2008 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.
The web anywhere Posted by John Assalian on March 11, 2008 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. Take advantage.
HD Web is here Posted by John Assalian on January 2, 2008 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.