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Seeing is Believing, a new reality in marketing

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Seeing is Believing, a new reality in marketing

Seeing is Believing, a new reality in marketing
April 04
08:54 2012

According to statistics there is about a 5% chance that you will finish reading this article. If however this were a video you would be five times more likely to watch it to the very end. This is just one of many reasons why your company needs video to stay ahead in business.

It’s no accident that 65% of marketers will reallocate campaign spending from TV to online video in this year (Brightroll Survey 2012). Visitors spend an average of two more minutes (wordtracker.com) on websites that host videos than on sites that don’t. This means more consumer interaction, more brand recognition and ultimately more sales.

“ Your video is an investment, make it work for you. We recommend maximizing the impact of your video by distributing it on as many channels as possible. Your video should be posted wherever potential clients will interact with it, be that through e-mail, social media, QR codes on Business cards, printed adverts,” comments Helen Curtin, head of www.clipgurus.ie
The benefits to having video on your site are manifold. One study (Forrestor Research 2010) found that video is 53 times more likely to appear on the first page of Google universal search than plain text. We see universal search everyday when Google combines video, news, pictures and text to produce more relevant search results. In addition the eye catching nature of a video in a search result ensures that it gets a high click through rate and customer interaction.

From the point of view of the potential customer video can impact on a range of levels. One key aspect is that it presents a human side that text and static imagery cannot match. If a picture can paint a thousand words and video offers 24 images a second then….

“Our clients view online video as an essential and cost effective part of their marketing budget. When video is well made and distributed properly it sends the right messages to the right people,” says Helen from www.clipgurus.ie.

The TV Advert versus online video debate is a good one. Not only is television advertising very expensive, it can only really target a very broad consumer audience. When it comes to reaching niche audiences like decision makers in industry, television is virtually useless.

Key findings from a recent Forbes Insight/Google survey of 300 C-Level and senior executives in top US companies prove the power of B2B video.

• Video is becoming a critical information source for senior executives. More than 80% said they are watching more online video today than they were a year ago.
• Senior executives are also turning to video more frequently. Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
• Work-related video can drive senior executives to take action. Overall, 65% have visited a vendor’s website after watching a video. Younger executives, however, may be more fully engaged with this type of media, and appear more likely to make a purchase, call a vendor, or respond to an ad.
• Executives can be receptive to video advertising. Overall, executives notice ads that run alongside videos, and many are comfortable watching in-stream ads. Video-friendly younger executives are more comfortable with these ad formats.
• The social element of online video is strong in the executive suite. More than half of senior executives share videos with colleagues at least weekly, and receive work-related videos as often. Younger executives appear very willing to share and view videos using social media.

Online video viewing grew by 97% in 2011. The fact is that online video has become a part of our daily lives both professionally and socially.

Graph depicting the yearly growth in online video usage.

• Source: The Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey. n=2,277 adult internet users ages 18 and older, including 755 cell phone interviews. Interviews were conducted in English and Spanish.

For more information on how your company can benefit from video marketing please contact Helen@clipgurus.ie or call 353 87 969 1698.

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