Great, but what does that mean for the video marketing professional?
If you have the time, check out How Video Marketing Will Change the Game for Marketers in 2016. The information hasn’t dated, and much of what he says corresponds with what we’re seeing.
For those of you short on time, I’ve pulled out some salient points, which will help build up a picture of key developments.
Many still think of digital video as viral content on YouTube, video ads on Facebook, and flashy homepage videos that tell a brand’s story (B2C).
The most successful brands are expanding their use of video throughout the entire customer journey, which, in turn, is helping build better relationships, educate and convert buyers, and improve customer satisfaction. We’re talking creative campaign videos, which bring light to pain points, to personalised product demos, for both B2B and B2C.
Companies are seeing the greatest success with video marketing content that sits closest to new revenue, which includes customer testimonials, 0n-demand product demonstration videos, explainer and tutorial videos, live and on-demand webinars, and events videos.
Where the story is heading
73% of marketers say that video gets the best ROI.
29% cited the lack of an effective strategy as the reason they didn’t see a larger return.
Many companies actually take the “ready, fire, aim” approach when it comes to video marketing; creating random videos before thinking about their strategy. Expect the current approach to change, as businesses discover that video gets the best return and results when it’s tied to a well-planned strategy.
–Curveball Nicola
Nicola worked in digital marketing in-house for big-name publishing companies for 20 years (Amazon, Bloomsbury, BCA). She came to work for Curveball Media, after becoming a convert to video, and advises clients on strategy and approach.
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