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The equalizing effect of digital media has maximized brand competition, making it possible for businesses of all sizes to gain visibility with global consumers. For both B2C and B2B audiences, video marketing is key for connecting with customers and encouraging them to learn more about a brand. Not only is video easy to share with consumers around the world, but it also allows marketers to convey brand stories in short, engaging morsels that keep customers thinking about and interacting with a brand as they move toward a purchase. Find out what key trends in video marketing will distinguish successful brands in the new year.
Diversified Content and Sales Efficiency
In the past, many marketers dismissed the value of video content if a brand or product didn't have obvious virality or meme potential written all over it. In reality, video is just another way to tell a story, and that information doesn't have to be presented as a traditional ad or pop-culture content. Cisco estimates that video content will make up 69 percent of Internet traffic by 2018. Transactions are increasingly happening online, making it essential for brands to provide mobile-optimized videos that answer consumer questions quickly and succinctly.
From testimonials and tutorials to webinars and product demos, videos can build brand awareness at every step of the consumer journey and shorten the sales funnel. Video delivers a compelling sensory experience, allowing brand marketers to highlight value propositions and familiar pain points without aggressively selling a product. The end result is that consumers feel empowered by what they learn and gain the confidence to finalize a purchase.
Interactive Storytelling for Personalized Marketing
Companies such as Vidyard are leading the movement to make videos less generic and more personalized, making viewers feel invested in the content right from the start. Personalization techniques are especially valuable for B2C applications, allowing marketers to weave a company's name, website and other identifying information into product demos. While still in its fledgling stages, interactive and 360 video hold the promise of a choose-your-own-adventure experience in which consumers decide how to proceed through the content. In addition to boosting click-through rates, this self-guided model outlines each consumer's interests and priorities, giving marketers precise data to tailor their content experience in the future.
Video Analytics for Targeted Marketing
More insight equals better strategy, and that's why brand marketers are using video analytics to create results-driven content. Without analytics, the majority of consumer behavior while watching videos goes unseen, and brands cannot be sure whether the content is achieving its goal. Instead of hoping for the best when viewers click "play," marketers can use data to determine how long viewers watch videos, what type of content generates the most interest, how often videos are shared and why viewers click away.
In one case, a marketing company discovered that opening videos with long vanity logos made viewers more likely to stop watching the content — an issue that could have gone undetected without analytics. In another instance, a company studied the order in which videos were viewed before a purchase. The most minute details, such as the design and sequence of a video, can influence viewing rates. In short, video analytics replace guesswork with hard facts and help marketers match the right content to different buyer profiles and stages of the sales funnel.
Branded Content Libraries for Self-Guided Engagement
With videos becoming a staple media, companies are recognizing a need for branded libraries. Rather than hosting all of their content on popular social media sites, many companies are providing content libraries on their own websites, making it easy for consumers to pick and choose the information they want to view. Branded libraries offer greater opportunities for marketers to collect consumer data and develop targeted playlists. Product demos, testimonials and video blogs are key examples of immersive content that can encourage customers to imagine how they can use and troubleshoot a product. By delivering answers in one place, branded libraries also keep consumers on the brand website longer, increasing the likelihood of a purchase.
The Rise of Dedicated Video Marketing Teams
Digital technology trends have a way of creating niche competencies, and video marketing is no different. Instead of using videos to rehash the same advertising messages over and over, smart companies are hiring production teams to create distinct brand stories that leverage the visual and interactive capabilities of video. As new interactive formats emerge, such as personalized, choice-driven and 360 video, marketers must find inventive ways to make consumers feel immersed in the product or brand experience. For guidance on targeting your audience through video marketing, contact the LA Times today.