Marketing Profs – 2015 Will Be the Year of Video Marketing
December 19, 2014
By Tyler Lassard
“Show the readers everything, tell them nothing.”
Show, don’t tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more emphasis on content that tells a story, we need to remember that old writing adage—even though it’s much easier said than done.
Fortunately, today’s marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences’ attention. It enables strong storytelling in a short but memorable format that viewers can enjoy—and marketers can measure.
Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.
Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.
Up until recently, most marketers have used video sparingly as a way to enhance their website, but very few have invested in it strategically as a way to improve the results of marketing and sales programs. That’s about to change.
Here’s what to expect from video marketing in 2015.
1. The play button will take center stage as the most compelling call to action on the Web
Some 65% of viewers watch more than three-quarters of a given video, according to Invodo. Any content marketer would be thrilled with that kind of readership for a piece of text. Moreover, more than 70% of marketing professionals report that video converts better than any other medium.
Video content is becoming a surefire way to increase click-through rates and digital conversions, and marketers are starting to take notice.
Simply put, the play button has become as the most compelling call to action on the Web.
2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.
2. Video analytics and attribution will take the lead
Data-driven marketing is all the rage, and new marketing technologies have made it possible to track the digital interactions of online audiences and measure the performance of marketing programs. This trend will continue in 2015 as marketers look to extract greater insights from their marketing systems to improve results.
As video becomes a more prominent part of the marketing mix, video analytics will become extremely important—and extremely valuable.
Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.
The days of view counts being the ultimate measure of success will soon be gone, replaced by an understanding of who is watching each video asset and how video is actually contributing to marketing and sales goals.
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