Where is Digital Video Marketing Heading?
Plan for Digital Marketing Growth with Video
Where are we going with Digital Marketing in 2017? Wouldn’t it be wonderful to know the answer for sure? Of course, we can’t be absolutely certain, though we can get a good idea of where things are likely to go. A good way to get some accurate date is to have a plan to start with!
Key things to help with an accurate forecast include:
A strategic business case for budget and expected ROI on video marketing;
A video marketing strategy that is integral to your overall marketing strategy for the business;
Monitoring for success and experiment with new ideas; and
Always listen to your audience.
If you want a kind of Almanac of the video marketing industry, Cisco Visual Networking have a complete forecast for 2015-2020. It predicts a growth from 3 million internet users in 2015 to 4.1 billion by 2020. It also forecasts that internet video will account for 79% of global internet traffic by 2020 – so good advice would be increase your video marketing budgets now.
However, despite the rosy forecast and statistics that indicate a real growth in the value of adding video marketing to a business strategy for growth, there are still many people who just don’t feel comfortable with the idea of using the media we at Take One love!
Things to consider with Video Marketing
Some of their concerns should be considered seriously, particularly around brand and profile on line. Video marketing is a great way of raising brand and profile, but damage can also be done if the video marketing is not handled professionally and carefully.
There is a thought about that video marketing is ‘easy’ and almost anyone can do it; which to some extent they can, afterall we all have a video camera in our pockets these days – on our mobile phones. The key point to remember is that whatever is produced needs to be done in line with the company brand and ethos, once on the internet it is there for all the world to see, so it needs to match expectations.
Another concern revolves around how one measures the effectiveness of video marketing. Video doesn’t have to be wildly expensive, but it also isn’t cheap to do good video. So it’s reasonable to want to be able to measure ROI.
Brand awareness is often a desired effect of video marketing, and it does work, however many people mistakenly feel that brand awareness can be measured by impressions or views. In fact, not many businesses could actually tell you how many impressions or views would be needed to increase brand awareness in the first place, so how are you going to measure things when you don’t know if the increased viewings are positive, neutral or negative? In reality, there are no foolproof answers on measurement for ROI, and it is definitely the long game rather than a short fix.
A number of people are looking at Google Surveys
as a tool for measuring opinions from consumers as it allows you to get fast, reliable data and feel for current marketing impact. There are a number of different types available and it’s worth checking out which one is best for your end goal.
Generally, Google Survey isn’t expensive and is worth trying out for effectiveness. You can ask a single questions, or ask 2 or more questions in each survey. Obviously, it’s key to get the right questions – something which we often say to clients with regards to video: getting good content and results is about asking the right questions, and then listening to the responses – rather than being too prescriptive; a little freedom can reveal powerful results.
Video for Lead Generation
Google Analytics does a good job here measuring micro conversions where activities prior to purchasing are tracked. The activities can include email or newsletter signup, pdf downloads, whitepaper downloads and chatbots where the transcript of the discussion is recorded for reference.
Using video for lead generation can range from simply images of a product, to demonstrations, customer testimonials and background knowledge. The aim of any video marketing is to get customers to buy and some businesses find that adding a video at the check out point reduced abandoned carts and encourages the sale. With so many products being bought on line these days, the more you can make the buying process into a tangible experience, one where the customer is virtually walking round a product, opening its doors or compartments, seeing it in use, hearing from satisfied existing customers, the more likely they are to buy.
Whatever your team’s thoughts regarding the use of video for sales and marketing, it is here to stay and savvy businesses that want to grow are going to be using video to attract and engage customers. If you’d like help with your video marketing production, give us a call on 01494 898919 – we love to talk!