Regardless of whether your focus is B2C or B2B, online video is the marketing strategy to be thinking about for 2012. Not only does video increase conversion rates, it encourages sharing across web platforms, and creates a more engaging experience online.
Recent data from Forrester, comScore, eMarketer and more, show that utilising video in your online marketing strategy creates action and moves the consumer deeper into the sales cycle 52% of the time (business2community.com). “The combination of moving images, still pictures, graphics, sound, and text…appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn).
Consider why 60% of business executives state they would rather watch video than read text (Forbes Insight Study, 2010). Because as humans we are visual beings and have an inherent preference for moving objects (Motion Effect Theory, Sundar & Kalyanaraman 2004). “Due to online video’s unique way of grasping the potential client’s attention and educating them on the people behind the products and services, companies that start using video content marketing will gain a quick competitive advantage and put themselves ahead of their competition” (Robert Weiss, President of MultiVision Digital Productions).
Think of online video and TV advertising in the same context as far as affect, only far more affordable. Recent research from Google and Ipsos has shown that combining the two actually complement each other very well when it comes to increasing brand recall. However, not everyone can afford TV advertising. In that case, consider replicating your online video onto mobile and tablets and you have yourself a competitive multi-platform video distribution strategy. But first things first; start with the video. “If you build it [they] will come.“
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