Posted in Marketing & Strategy Articles, Total Reads: 1372
, Published on 17 November 2014
“A picture speaks a thousand words, while a video speaks 1.8 million words”.
Have you ever visited a website lately which contains at least one video related to a product or a service? Or visited a blog embedded with videos with a message on a product? Or seen Facebook walls posted with videos of witty, humorous or heart-warming advertisements (which I am sure must have been shared by you too)? Have you noticed that whenever you have typed a query on Google search engine, search results pop up with a video? Or even Youtube videos containing 20-30 second advertisements? If your answer is yes to any (or all) of the questions mentioned, well, welcome to the world of online video marketing!
Online video marketing is the latest trend in online marketing where buzz words like “Web Video Explosion” (sharing of videos) and “Explainer video” (video tutorials) are quite common.
Image Courtesy: freedigitalphotos.net, Thanamat
One simple reason for this is that “Humans are incredibly visual and powerful, moving images help us find meaning… [and] video helps capture and contextualize the world around us.” as rightly stated by Dan Patterson, author of What Makes an Online Video Worth Sharing?. And also Google has made video much more search friendly, and the simple fact that video is the most engaging of all media. Hence it is being widely used in marketing and it is definitely becoming one of the most effective ways of Content Marketing in today’s world.
Content marketing has evolved from white papers, books, news, articles to videos, photos and mobile. It involves the creation and sharing of relevant and valuable content to attract, acquire, engage and retain customers. Michael Brenner, SAP has said that “Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.” “It creates interest in a product through educational, entertaining or informative material. Successful content marketing relies on providing consistent, high-quality content that solves people's problems.”
Video marketing sells a product or service and also explains about the product or service. The video helps better market things to people who are already on a website or signed up for a newsletter. It comes under ‘Promotion’ one of the 4Ps of marketing.
There are various factors for the growth of video –content marketing. Some of them are:
• “People retain 58% more with both visual and auditory stimulation” according to Forrester Research.
• It is easier to watch videos than read text documents.
• People take notice of videos and can easily remember videos.
• Thanks to Google it is more searchable.
• Through social media and YouTube, videos can easily be shared.
Some of the videos which made an impact on people in 2013 are:
• Dove’s ‘Real Beauty Sketches’ is the most shared video of 2013 to date with over 4.2 million shares online, according to statistics from viral video firm Unruly Media.
• A commercial by insurance firm GEICO which celebrates the middle of the working week - ‘Hump Day’, which registered 4 million views.
Marketers today are focusing on creating content for a product or service and are striving to connect with the masses through sharing online. Robert Weiss, President of MultiVision Digital has said that “Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” And – AnimosityPierre, author of Video Marketing Tips to Drive More Traffic states that “Video marketing is a powerful means for promoting anything you want online, whether it’s a product, service, opt-in form, website, blog, etc. …Videos are now an expected component of any website.”
Video entertains, inspires and educates people. They are engaging and unequalled to any other form of communication. They live forever online and in customers’ minds. They are easy to understand and create an impact on customers. Video marketing is here to stay. What’s more, is that it is cost-effective and satisfies the information and entertainment needs of customers. So videos, anyone?
This article has been authored by Naaz Abdul Khadar from SCIT