Emergence of Video as a Potent Online Marketing Medium
The ability to track the actual engagement of each viewer is one of the most interesting and under-appreciated concepts in the video marketing space, and not just whether or not someone pushed the play button. Since video is a connected, streaming content medium, it can be utilized by marketing and sales professionals to track the second-by-second viewing habits of their buyers and trigger immediate actions based on how that person actually engaged with the content. Adopting creative video as a means of bringing people into the story, then using the analytics behind the scenes to uncover insights and drive action when viewers are most engaged with the brand being promoted is a very powerful concept.
Add to this idea is the capacity to monitor very detailed insights on the behaviors of viewers and the performance of video content that is otherwise not possible with traditional text and image-based content. In the industry, monitoring view counts and minutes watched as well as understanding which videos are best holding people’s attention, and which ones are seeing high drop-off rates, is now possible. Thus, through the tracking of the identity and engagement of each viewer within the marketing and sales systems, a better understanding how each video contributes to lead generation, pipeline and revenue production is achieved. Today, the fundamentals and pre-conditions for optimizing video usage in marketing are now in place. This should redound to a massive growth in the use of intermediate and advanced analytics that will aid businesses learn how to hone their video marketing skills.
The rise in visual content for online marketing cannot be ignored. Worldwide, there are more than a billion users of YouTube alone. Almost 60% of all digital impressions are now visual content driven. In order for marketers to maintain their relevance and obtain business results, they must now define and adapt their content strategy based on video as the medium of choice.
A recent report indicated that companies with greatest success with video marketing rated the importance and effectiveness of different types of videos in the following order, starting with the most effective:
1. Positive reviews from customers
2. On-demand product demo videos
3. Explainers and “How-to” videos
4. Interviews of experts on a subject
5. Evaluations of projects and case studies
6. Webinars that are real-time and on-demand
7. Blogs created with video
8. Events captured with video
It is quite interesting to note that customer testimonials and on-demand product demos top the list. This just points out the fact, though, that content sits closest to new revenue and proves video marketing can help boost sales for a company.
A big number of people still look at online videos as just viral YouTube content, Facebook video ads, or flashy homepage videos used to tell a brand’s story. In recent years, though, a trend has emerged, where the most successful brands are now seen expanding use of video throughout the entire customer journey. These brands create better relationships, educate and win over buyers, and heighten customer satisfaction with evolving video marketing techniques.