More brands are adopting video as a key element to their marketing campaigns, and for good reason. According to recent research by Aberdeen Group, marketers who use video report 63 per cent more company revenue attributed to marketing.
We have been following the impact of online video on website traffic growth for a while now, and although the positive numbers are appealing, there’s more than inbound traffic behind video marketing. Online video not only increases website visits exponentially, but leads to 34 per cent higher website conversion rates.
It is clear that there is a direct connection between video content and sales. And a successful marketing campaign with video not only drives conversions, it also generates repeat viewings, increases shares across social media, and even gains advocates who promote a brand.
Brands that understand their customer lifecycle use video to address customers throughout every stage, yielding favourable outcomes.
Aberdeen’s research shows that the main objectives for marketers to implement video as part of their content marketing are: to generate leads (85 per cent) and raise brand awareness (80 per cent), followed by thought leadership, sales enablement, customer interactions and retention.
Ensuring that video content taps strategic objectives, such as increasing brand awareness, is linked to having a scalable online video hosting platform suitable to manage multi-screen compatibility and measure video performance during the customer lifecycle.
A key trend for video best practice shows that best-in-class marketers are 35 per cent more likely to use video management platforms. These enable brands to implement metrics and measure the effectiveness of every video, and viewers’ interaction with specific content.
The right video platform provider has built-in data analytics tools to allow marketers to learn more about their target audience and pinpoint what content works best for them. Metrics provide information on the impact a video has on viewers, giving marketers insights to measure results and enhance ROI for each marketing campaign.
More importantly, an online video platform with reliable analytics enables marketers to compare their expectations against results, and to test and optimise content.
At the end of the day, marketing’s core objective is to influence business growth, both in terms of revenue and brand awareness. So far, online video has proven to deliver maximum value for marketing purposes and to boost conversion rates.
It has taken the whole industry to the next level causing an effect on an organisation’s overall revenue — marketers who use video close 33 per cent more deals than those who don’t.
Any marketing campaign looking to be successful needs to consider video within its strategy. Marketers worldwide are turning to video content as an essential tool, and it’s been already predicted that by 2019, video will represent 80 per cent of all consumer web traffic.
If you don’t want to miss out on this opportunity, it’s time to incorporate video into your marketing tactics and see for yourself how video can improve key performance indicators, including customer engagement and sales.
Mark Blair is the Vice President of Asia Pacific of Brightcove. Mark has led Brightcove’s effort in building partnerships with key media companies in the region, growing the team in Australia and New Zealand and successfully winning customers such as Television New Zealand, Nine Entertainment Network, Network Ten, Yahoo!7, MediaWorks and Fairfax.