As you develop your integrated marketing strategies for 2014 and beyond — whether your goal is better search results, lead generation, brand awareness, share of voice or a wide variety of other things, video is nothing less than imperative. Even my 8-year-old twins head straight to YouTube whether they want to learn how to up their skill sets with their Rainbow Looms or want to research Rockhopper Penguins for a school research paper. Video is, quite simply, where it’s at.
Don’t believe me? Take a quick gander at this infographic produced by Lou Bortone at The Future of Ink. Stats about the impact of video testimonials, habits of web visitors, impact of video in email and beyond all confirm that video is effective when it comes to influencing consumer behavior and purchasing decisions. Read that: attracting leads and converting them to sales.
Here are just a few highlights:
- Video testimonials increase sales by 600%
- Web visitors stay twice as long on pages with video
- Shoppers who view a video on a web page are 144% more likely to buy
- The use of video in e-mail results in a 96% increase in click through rates
- Explainer videos increase conversion rates by 20%
And one from Social Media Examiner that points the way to the future:
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76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. Think that’s an accident? Not by a long shot.
If you’ve been here before then you’ll know that I don’t need any persuading about the importance of video as a critical component of an integrated marketing strategy, but we keep talking and writing about it because, in many cases, marketers just aren’t there yet. Hopefully, this information and the data in the infographic will help you move the needle with it comes to video as part of your marketing mix.
Where are you with regard to the integration of video? Are you using it? If so, what kind of results are you seeing? Are you a regular consumer of videos – if so we’d also love to hear your thoughts on the effectiveness of online video as it relates to you, personally.
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
