Marketing Master Class: Kalie Moore


Each month, we will be publishing an article as part of our Digital Marketing Master Class. In this series, we speak with experts in a range of disciplines: content marketing, sales, e-learning as well as media, and to learn about how they use video in their content marketing strategy and the future they see for the medium.

For this 3rd post in the Masterclass series, we sat down with Kalie Moore, the creator of Berlin Startup Girl, a data-driven blog about the Berlin startup ecosystem. Berlin Startup Girl has been featured in various international media outlets including Forbes, The Sunday Times, France24 television, and TechCrunch.

Until recently, Kalie was the Director of Global Communications at Carmudi, a Rocket Internet venture operating in twenty emerging markets. Previous to this, Kalie crafted and executed data driven marketing and international PR campaigns for startups in Berlin such as Rivalfox, datapine, RetentionGrid, Startupbootcamp, and Tapglue, among others.

In this masterclass, Kalie shares some of her insights about video use in emerging markets and the impact of the medium on PR and communications.

This is an interactive interview. If you’d like to create your own interactive experience, sign up, it’s free!

Why is video so interesting in emerging markets?

Emerging markets are nearly untapped for video marketing. 85% of the world’s population live in emerging markets, 90% of whom are under 30 years old. Ericcson recently published a global mobility report which predicts that, by 2020, smartphone subscriptions will more than double to 6.1 billion. Almost 80% of these subscriptions will originate in Asia, the Middle East, and Africa. On top of that, video streaming is predicted to grow by 55% by 2020.

What are the hottest markets for video marketing?

Do you have specific examples?

One of our most interesting markets at Carmudi is the Philippines. With 44 million internet users, the country continues to boom, due partly to smartphone penetration, access to broadband internet and the adoption of social media. In the last four years, internet penetration in the Philippines increased by 500% which is the largest in South East Asia.

What was your biggest success in these markets so far?

What is the future of video marketing in that market?

The future of video marketing is growth continuing as long as we see increased smartphone penetration and better access to the internet. Most of the world is still on 2G networks, which makes video streaming impossible. But there are work arounds. Two weeks ago Facebook announced a new product called “Slideshow” which enables marketers to create slideshows, essentially, of any three to seven images that stream together. Once these images are put together it becomes a 5-10 second video.

One effective example of Facebook’s new Slideshow is from Coca Cola. They deconstructed one of their video ads and created seven different slides, so it’s streamed almost like a video. According to Venture Beat, they doubled their reach to 2 million people and increased their brand awareness by 10%.

How do you see the changing world of PR and Journalism?


Kalie, an expert professional in the field of PR and communications, sees the emerging use of video in these fields as inevitable and recognises that companies will need new tools to capitalise on the power of this medium. Find out more about Kalie and her work here: Berlin Start Up Girl. If you’d like to check out Videopath and add the web to your videos, try us out today!

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