Appture Digital Media

How Sanjay Tulsiani Turned 800 Followers Into 14,000 and Kept His Business Growing for a Decade I need to tell you about a transformation that changed how I think about video production. In 2012, I started working with Tech2 Business Solutions in Chicago, Illinois. Sanjay Tulsiani, the President, was a startup entrepreneur trying to make his staffing company succeed. His social media following sat at around 800 people. His web presence was minimal. And he was fighting an uphill battle for public perception in a competitive market where perception determines survival. He needed more than a video. He needed a communication system that could bypass the noise and connect directly with clients and candidates. The Before State: When Good Intentions Meet Amateur Execution Before we started working together, the company was doing what most organizations do - they were trying. They had people on camera. They were posting content. They were making an effort. The problem wasn't effort. The pr...

  Video Marketing Metrics Aren't Going Away, They're Just Changing. We've spent 35 years building marketing strategies and digital content across more than a billion dollars in portfolio work. The shift we're seeing right now confirms what we've known works—and we can help you capitalize on it. 46% of brands now use conversions as their primary success metric. That's an 11.6 percentage point jump from just last year. Another 44% track direct sales as their main measure of success. This isn't a trend. This is the industry finally catching up to reality—and we know exactly how to position you ahead of it. The Pressure Is Real and It's Not Going Away Marketing leaders are feeling it from every direction. Board pressure increased 21% from 2023 to 2025. The CFO's scrutiny jumped 52%. Even CEO pressure rose 20% . Everyone wants to know the same thing: What did we get for that spend? You can't answer that question with engagement rates. You can't ...

Video Marketing, I tested algorithm changes. Live video works. But only if it's properly produced. No Apologies. Full Stop. We used to believe raw, unpolished content was authentic—that audiences craved the unfiltered, rough-around-the-edges approach. We bought into the narrative that high production values made content feel staged or corporate. We thought the way to connect was to just turn on a camera and let it roll, imperfections and all. That assumption cost us reach, repeat views, and actual revenue. The data we tracked across multiple campaigns told a completely different story. High-production UGC content consistently outperformed low-production content in every metric that mattered—watch time, shares, conversion rates, and return on investment. The content that looked professional got distribution. The content that looked amateur got ignored. Words like amateur, unprofessional, cringeworthy echo the buyer's viewpoints. We realized the platforms weren't rewarding au...

Appture Digital Production Studios Maybe It's Time To Change The Channel. RendezVIEW™ Streaming Platform ~ Empowering Virtual/Hybrid Events Are you looking for a high-level solution to help you plan your online event, broadcast, sporting event, series, stream, commercial, or product launch? Do you want your business event, broadcast, corporate event, product launch, or presentation to have the biggest impact possible? Do you wish to take advantage of the online world's visual possibilities and marketing capabilities as well? RendezVIEW™ solves these problems with a platform as a service model enabling Broadcast quality video, effects and audio without costly servers stages or complex software. Social-ready videos from $69 per video. Order performance-ready User Content videos in minutes. Transparent per-video pricing, no retainers, no hidden fees —inspired by modern User Content marketplaces but delivered by Appture's vetted creators. Finally, an online event technology tha...

I spent fifteen years watching businesses optimize their way to the top of search results, only to discover that nobody clicked. The pattern became impossible to ignore around 2023. Clients would report strong keyword rankings—page one, positions three through five—but their traffic graphs told a different story. Flat. Sometimes declining. The artificial separation between visibility and conversion had finally become a measurable gap, and most people were still operating like it was 2019. By March 2025, zero-click searches reached 27.2% of all U.S. queries, up from 24.4% just twelve months prior. Organic click-through rates dropped to 40.3% from 44.2% in the same period. For every 1,000 searches on Google, only 360 clicks now reach the open web. This isn't a temporary algorithm adjustment. It's a structural reconfiguration of how search functions as a commercial system. The SERP itself became the terminal destination rather than the starting point, and if you're still meas...

I've watched hundreds of companies generate thousands of leads and convert almost none of them. The pattern repeats so consistently that I stopped calling it a marketing problem years ago. It's a systems problem. The lead generation industry will hit $295 billion by 2027, which tells you two things: businesses recognize lead generation as mission-critical, and most of them are failing at it badly enough to keep throwing money at the problem. When an industry grows that fast, it's usually because the standard approaches create more problems than they solve. Here's what I've observed across enough repetition to call it a pattern: 79% of leads never convert into sales . That's not a minor coordination issue. That's systematic value destruction happening at scale, and it's happening at the exact moment most companies think their work is done. The Handoff Problem Nobody Talks About You generate a lead. Marketing celebrates. The lead gets passed to sales. The...